Abstract: The digital revolution is upon us, bringing with it disruptive forces in every aspect of business and personal interactions. The business marketing function has become so technologically driven it is sometimes hard to tell where the boundaries between marketing and information systems and technology lie. The new world of digital marketing has changed how both marketing and technology professionals approach their jobs. Digital has created new roles, and much of what we knew and taught in higher education is no longer viable. New hybrid education programs are required to equip the new generation of workers with the skills they need to be successful. While marketing and information systems and technology education programs will undoubtedly continue to exist as separate entities, there are opportunities for cross pollination between the two disciplines. Just as corporate enterprises will need to embrace this new way of doing business if they are to be successful, so too will academic enterprises need to incorporate new methods and new ideas into their offerings if they are to remain competitive with their peer institutions. This paper explores the concept of how this new digital world has transformed the marketing function, the impact it has on consumerization of information technology, and how higher education will have to respond. Digital has arrived, and it is here to stay.
Keywords: Digital Marketing, social media, Mobile, CIO-CMO Relationship, Age of the Customer, System of Engagement
Download this article: ISEDJ - V13 N6 Page 54.pdf
Recommended Citation: Carley, M., Babb, J. S. (2015). A Match in the Making: How Emergent Changes in the Marketing Discipline Present Opportunities for Information Systems Programs. Information Systems Education Journal, 13(6) pp 54-67. http://isedj.org/2015-13/ ISSN: 1545-679X. (A preliminary version appears in The Proceedings of ISECON 2014)