Narrowing Skill Development Gaps in Marketing and MBA Programs: The Role of Innovative Technologies for Distance Learning

Abstract

Increasingly, universities are offering a marketing education to a diverse, international student population through formats including both full-time and distance-learning MBA programs. At the same time, universities are increasing their reliance on technology innovations to enhance students’ global learning experience. Ultimately, a key measure of success of such programs and technological approaches is the extent that participant needs for business skill development are being met. This article proposes that the role of technological innovation in facilitating or hindering business skill development in a distance-learning MBA program can be better understood by (1) understanding how and why student needs for marketing and business skill development can differ within and across MBA programs and (2) how technological innovations can contribute to—or potentially limit—the development of specific skills desired by marketing and business students.