ERIC Number: EJ1172519
Record Type: Journal
Publication Date: 2018
Abstractor: As Provided
Designing a Marketing Analytics Course for the Digital Age
Liu, Xia; Burns, Alvin C.
Marketing Education Review, v28 n1 p28-40 2018
Marketing analytics is receiving great attention because of evolving technology and the radical changes in the marketing environment. This study aims to assist the design and implementation of a marketing analytics course. We assembled a rich data set from four sources: business executives, 400 employers' job postings, one million tweets about marketing analytics from Twitter, and 13 course syllabi downloaded from the Internet. We apply text-mining techniques to generate insights from this big data set of electronic texts. By integrating insights from marketing practitioners and professors, we have designed a marketing analytics course and offer solutions for better structuring such courses. This study provides suggestions for marketing educators.
Descriptors: Marketing, Teaching Methods, Data Analysis, College Faculty, Professional Personnel, Comparative Analysis, Instructional Design, Administrator Attitudes, Course Descriptions, Social Media, Employment Opportunities, Advertising, Internet, Teacher Attitudes, Higher Education
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Publication Type: Journal Articles; Reports - Research
Education Level: Higher Education
Authoring Institution: N/A
Grant or Contract Numbers: N/A