I never teach my pupils; I only attempt to provide the conditions in which they can learn.-Albert Einstein Industries and organizations are increasingly disrupted by new or unique applications of technology. Incumbents that become complacent are replaced by those who embrace innovative approaches to enhance the customer experience. In fact, a common occurrence is for leading institutions to decline or fail when technologies change. Blackberry, Blockbuster, Borders Books, Eastman Kodak, Nokia, and Sony are just a few examples of firms that did not adapt and faltered or failed (Aaslaid, 2018; Newman, 2010). The ongoing digitalization of many business practices has meaningfully changed channel interactions, creating new ways of interacting between businesses and customers and disrupting marketing practice (Hansen, Shneiderman, & Smith, 2011). Artificial intelligence, augmented reality, blockchain, drones, gamification, the internet of things, machine learning, robots, virtual reality, and 3D printing are several emerging digital innovations and technologies that are already beginning to substantially alter application of the marketing mix, target marketing, and the business-customer relationship. For example, artificial intelligence is now used to respond to or direct customer service inquiries. Augmented reality is used to provide customers with a virtual opportunity to experience products. A sneak peek at the continuous evolving future also is afforded by the business changes resulting from maturing applications in social media, data analytics, search engine optimization, and e-business. Digitalization is like a fastmoving tsunami. Therefore, it is imperative that college students gain exposure to potentially disruptive, cutting-edge technologies, and more important, deeply ingrain the conceptual, inquiry, critical thinking, creativity, and integrative learning skills needed to enhance their future decision making and humanics capabilities (Aoun, 2017; Crittenden & Crittenden, 2016). Formal education is a key process for facilitating learning, and technology has a prominent role to play in this regard. The word education comes from the Latin ēdūcō (to "bring forth"). Successful learning systems, in turn, are the integration of the learner, the learning environment, and the body of knowledge. Learners themselves are the true creators of learning since they must acquire requisite knowledge and skills. Their learning situation is the environment available for learning to take place. It includes classrooms, 820895J MDXXX10.
