Teaching e-Commerce Personalization Technology: The Need for a Comprehensive View

Personalization technology has become an important topic in e-commerce, fostered by the emergence of the relationship-marketing paradigm. But teaching e-commerce personalization technology is a challenging task, since it requires a balance between marketing and management and technical implementation issues that must be calibrated according to the student’s background, all of this without losing a holistic perspective of the subject. In this paper, we describe the result of our experiences in teaching personalization, sketching both a conceptual framework and a set of curricular objectives that provide a balanced and comprehensive view of the field in its current state.