A Smarter Planet

Business school curricula mostly do not prepare students for this new digital world. Institutions recognize this, and many are catching up by offering courses and curricula in Internet marketing, digital media and new-media marketing. But the vast majority are not integrating these skills throughout. It’s much easier to create a standalone course than it is to take the Introduction to Marketing class and change it so that it integrates analytics into the research or finance portion, or search engine optimization (SEO) into the writing/communication section.