Teaching Marketing Via the Internet: Lessons Learned and Challenges to Be Met

Abstract

While distance education programs are not new, enhanced capabilities of technology and greater awareness of successful teaching pedagogies have combined to improve the quality of distance education courses. The Internet is now being widely used to facilitate the distance education programs of many universities. This article examines what has been learned from the efforts of marketing educators to use the Internet in their teaching and identifies the issues that face marketing educators who have not ventured into the realm of teaching an Internet-based marketing course. These issues include fitting one's teaching style to such a course, designing course content, overcoming the lack of student computer skills, and addressing faculty workload and intellectual property rights concerns. Suggestions for addressing these issues are highlighted.