Pazarlama Eğitiminin Dijitalleşmesi: Covid-19 Sonrası Dönemde Üniversiteler İçin Yeni Yaklaşımlar

Öz

Bilgi Çağı’na geçişten en çok etkilenen alanlardan biri de eğitimdir. Üniversiteler ve fakülteler farklı ortamlarda paylaşılan ve hızla artan bilgi tüketimi nedeniyle buna uyum sağlamak zorundadır. Pazarlama eğitimi elbette bu gelişmelerden nasibini almaktadır. Bu çalışmada; çağın gerektirdiği bu yeni durumda pazarlama bilimi ve eğitiminin nasıl takip edileceğine dair betimsel bir çalışma yapılmıştır. Çalışma; eğitimdeki dijital gelişmeler ve dijitalleşmenin neden olduğu değişikliklerin pazarlama eğitimi üzerindeki etkilerine odaklanmaktadır. Ayrıca pazarlama eğitiminde zorunlu değişime uygun yeni yaklaşımlar, gerekçeler ve öneriler tartışılmaktadır. Bilgi Çağı’nda eğitim kurumları bu yeni durumlara ve yeni normlara uyum sağlamak zorundadır. Bu nedenle pazarlama eğitimine aktif, uyarlanabilir ve deneyimsel öğrenme gibi kavramların dâhil edilmesi gerektiği anlaşılmaktadır.

Anahtar Kelimeler

• Pazarlama eğitimi
• dijital dönüşüm
• aktif öğrenme
• deneyimsel öğrenme

Digitalization of Marketing Education: New Approaches for Universities in the Post-Covid-19 Era

Abstract

Education is one of the areas most affected by the transition to the information age. Universities and faculties/schools have to adapt to this, otherwise the consumption of information that is increased and shared from different environments may be detached from universities. Marketing education, of course, gets its share from these developments. In this direction, a descriptive study was conducted on how to follow marketing science and education in this new situation. This study focuses on digital disruptions in education and the effects of the deterioration caused by digitalization on marketing education. Moreover, the new approaches which are appropriate for the mandatory change in marketing education with reasons and recommendations are discussed. In the information age, educational institutions have to adapt to these new situations and new norms. Therefore, concepts such as active, adaptive and experiential learning with addition of new tools should be included in marketing education.

Keywords

• marketing education
• digital transformation
• active learning
• experiential learning

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