Digital Commons Network^™

A Developmental Approach To Teaching Internet Marketing, Rohan Miller, Ray Stace, Gwyneth Howell

Senior Deputy Vice-Chancellor and Deputy Vice-Chancellor (Education) - Papers

Just as buying and selling over the Internet represents a new frontier for commerce, teaching students how to best use the Internet in marketing presents educators with new challenges and new opportunities. Perhaps the most distinguishing feature of Internet commerce that must be confronted by educators is the general absence of inter-personal communication in customer exchanges. As most Internet marketing takes place using a self-service technology (SST) that enables customers to consume products independent of direct service employee involvement (Meuter, Ostrom, Roundtree and Bitner 2000), it seems inappropriate to teach marketing in an Internet environment by relying on traditional lecture-tutorial …