Ten Principles for Teaching Technology-Intensive Marketing Strategy to Today’s Students
In this session, Professors Gary Armstrong and Sridhar Balasubramanian who - along with Philip Kotler, co-author Pearson’s best-selling marketing textbooks - cover 10 principles that instructors can use to teach technology-intensive marketing strategy.
Gary Armstrong, PhD & Sridhar Balasubramanian, University of North Carolina
Technology continues to rapidly change the theory and practice of marketing. And students today are highly aware of the existing capabilities and future potential of technology, sometimes to a greater extent than instructors themselves. These colliding realities make teaching marketing in today’s technology-intensive environment a real challenge. Instuctors are often pulled between the traditional principles of marketing and the new and emerging possibilities offered by technology; between teaching enduring principles and what is the latest and the greatest; and between communicating their well-tested knowledge of marketing and building and teaching new bodies of knowledge. The fact that modern students are “digital natives” makes this even more difficult.
In this session, Professors Gary Armstrong and Sridhar Balasubramanian (“Dr. B”)—who, along with Philip Kotler, co-author Pearson’s best-selling marketing textbooks—cover 10 useful and usable principles that instructors can employ to teach technology-intensive marketing strategy. The principles can be applied to design any marketing class or session in a way that engages today’s students and results in enduring learning.