The Role of Science and Education in the Development of Digital Marketing

Abstract

The new global knowledge economy – one powered by information and communication technology
(ICT) – is by no means restricted to universities. One understated aspect of the Internet’s impact has
been the erosion of universities’ effective monopoly on knowledge creation and curation. With trends
in digital marketing getting even more sophisticated, service delivery and marketing analysis are
improving throughout industries inclusive of educational institutions. The paper investigates the role
of science and education in the digital economy and marketing.