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ERIC Number: EJ1172516
Record Type: Journal
Publication Date: 2018
Pages: 11
Abstractor: As Provided
ISSN: ISSN-1052-8008
The MSCA Program: Developing Analytic Unicorns
Houghton, David M.; Schertzer, Clint; Beck, Scott
Marketing Education Review, v28 n1 p41-51 2018
Marketing analytics students who can communicate effectively with decision makers are in high demand. These "analytic unicorns" are hard to find. The Master of Science in Customer Analytics (MSCA) degree program at Xavier University seeks to fill that need. In this paper, we discuss the process of creating the MSCA program. We outline the program objectives and course requirements, and discuss the types of students we recruit. Finally, we introduce storytelling skills as a way to help marketing analytics students become analytic unicorns. Student learning outcomes (SLOs), methods of assessment, and learning exercises are included to aid in implementation.
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Publication Type: Journal Articles; Reports - Descriptive
Education Level: Higher Education
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Identifiers - Location: Ohio (Cincinnati)
Grant or Contract Numbers: N/A