Strategic Approaches to Online MBA Instruction: A Roadmap for Delivering Marketing Strategy in the Online MBA Curriculum

Abstract

The online MBA enrollment trend has been on the rise even before the onset of the COVID-19 pandemic in early 2020. The pandemic further accelerated this shift, with more prospective students considering remote study options. This poses a challenge for universities in preparing faculty for online instruction, given that instructors often lack prior exposure to online learning. The emergence of generative AI, such as ChatGPT, introduces a new technological dimension, prompting concerns about academic integrity. The paper provides strategic and practical approaches and resources for teaching an asynchronous online MBA marketing strategy course, addressing common challenges faced by instructors. It offers valuable insights into course content, assignments, time management, and integrating generative AI in the course. It aims to help marketing and management educators proficiently develop and implement comparable courses, especially those transitioning from traditional to online instruction.