Online marketing education at Monash University: from case study to protocol

As marketing education moves into the next century, technology has become a critical component of tertiary distance education and it is especially important that marketing education take up the challenge. The use of this technology must deliver to students and other stakeholders a greater array of value added services. This case study proposes the principle that technology should not overshadow, but instead augment, pedagogical objectives and project marketing education forward. Technology needs to be seamless for the conversion of on campus courses to a totally 'online' version that facilitates the learning process. In addition, learner profiles allow stakeholders to understand the nature of students who wish to have flexibility in their learning process. Finally, arising out of these three areas, the principles for creating a protocol document to guide online developers is presented.