Information technology and marketing: Implications in the educational and labor gap

Leopoldo Arias-Bolzmann, Percy W. Llanos

Research output: Contribution to journalArticlepeer-review

1 Scopus citations


The academic gap between marketing professionals and information technology (IT) is conceptually assessed. Both disciplines have rapidly evolved and created a dependency between them. IT is offering sophisticated tools to "marketers" who have been taken by surprise and a lot of them have fallen into obsolescence. There is a shortage of talent to face this opportunity, thereby generating a crisis that few want to accept and be responsible for. The objective of this article is to entrust each individual with the opportunity to balance this difference with the educational alternatives that have arrived. The Massive Open Online Courses (MOOC) are nowadays an important tool to replace or complement the traditional education and calm the thirst for learning of the marketing professionals.
Original languageSpanish
StatePublished - 1 Jan 2019

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