Practitioner and Academic Recommendations for Internet Marketing and E-Commerce Curricula

Abstract

Many business schools are in the process of designing e-commerce courses and programs in response to the growing need for university graduates skilled in online technologies and strategies. To assist with program design, this research investigated both academic and practitioner views of the skills and topics important for e-commerce and Internet marketing programs. Study results indicate an average of 53 academic credits comprising the following skilland cognitive-based clusters: Web page and site design, Web site marketing, server-side programming and management, telephony and videoconferencing, marketing strategy, macroenvironmental issues, and information and networking strategies. This article identifies recommendations for specific courses and programs and reports on the current and anticipated future features of corporate Web sites for program planning purposes.