On SAGE Insight: Embracing Digitalization: Student Learning and New Technologies

From Journal of Marketing Education

Sponsored by the Marketing Educators’ Association

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Digital change is like a fast-moving tsunami, with the digitalization of many business practices creating new relationships between businesses and customers and altering the marketing landscape. Industries and organizations are increasingly disrupted by new or unique applications of technology. Incumbents that become complacent are replaced by those who embrace innovative approaches to enhance the customer experience. Artificial intelligence, augmented reality, blockchain, drones, gamification, the internet of things, machine learning, robots, virtual reality, and 3D printing are several emerging digital innovations and technologies that are already beginning to substantially alter application of the marketing mix, target marketing, and the business–customer relationship. Formal education is a key process for facilitating learning, and technology has a prominent role to play in this regard.

A sneak peek at the continuous evolving future also is afforded by the business changes resulting from maturing applications in social media, data analytics, search engine optimization, and e-business. Educators can harness student engagement by employing techniques similar to those used for brands. Adopting technologically based pedagogical tools and digital subject matter and enfranchising students through increased sensory experiences and digital exercises and activities can result in moving students from states of inertia to higher levels of involvement, which leads to increased learning. This article suggests that by embracing rather than banning technology, faculty enfranchise students through increased sensory experiences and enhanced digital activities,

Many industries and institutions are undergoing change amid digital disruption. In the realm of marketing, e-commerce, and social media have changed the way consumers interact with businesses and purchase products. Many are viewing these digital innovations as labor-saving, cost-cutting opportunities. However, marketing and strategy managers must consider the transformative, growth implications. Authors contend that vested stakeholders—institutions of higher education, professional associations, publishing companies, and technology companies—need to support and strengthen faculty efforts in embracing technology to continuously enhance learning.

Abstract

Digital change is like a fast-moving tsunami, with the digitalization of many business practices creating new relationships between businesses and customers and altering the marketing landscape. We provide an overview of several of these emerging digital innovations and their evolving impact on marketing activities. It is imperative that college students gain exposure to such cutting-edge technologies and ingrain the conceptual, inquiry, critical thinking, creativity, and integrative learning skills needed to add value in a world where machines will work alongside human professionals. We suggest that by embracing rather than banning technology, faculty enfranchise students through increased sensory experiences and enhanced digital activities, which will lead to greater learning. We contend that vested stakeholders—institutions of higher education, professional associations, publishing companies, and technology companies—need to support and strengthen faculty efforts in embracing technology to continuously enhance learning

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Article details
Embracing Digitalization: Student Learning and New Technologies
William F. Crittenden, Isabella K. Biel, William A. Lovely, III
First Published December 25, 2018 Research Article
DOI: 10.1177/0273475318820895
Journal of Marketing Education

     
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