E-marketing education in transition: An analysis of international courses and programs

•E-marketing education is going through a transitional period at different levels.•E-marketing courses and programs are expected to grow with several titles.•Topics covered in E-marketing courses vary due to the “e-dilemma”.

E-marketing is an expanding and dynamic field that needs a skilled workforce. Educational institutes across the world have responded to this demand by introducing E-marketing courses and, recently, programs. This study aims at greater shared agreement about what E-marketing encompasses through exploring around 120 business schools worldwide. In addition, a thorough analysis of the main books used in basic E-marketing or digital marketing courses was conducted to identify the main topics covered in these courses. The study concludes that E-marketing education is going through a transitional period at different levels. Implications regarding the topics and teaching of E-marketing are discussed.