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ERIC Number: EJ1172521
Record Type: Journal
Publication Date: 2018
Pages: 8
Abstractor: As Provided
ISSN: ISSN-1052-8008
Integrating Business Analytics in the Marketing Curriculum: Eight Recommendations
LeClair, Dan
Marketing Education Review, v28 n1 p6-13 2018
Advances in technology and marketing practice have left little doubt that analytics must be integrated into the marketing curriculum, the question for many educators now is how to best to do so. While the response for each school will depend on its mission and context, as well as its strategies and resources, there already is much that can be learned from experiences across the business education industry. This article draws on these experiences to offer eight recommendations across fours areas of the marketing curriculum, including content, pedagogy, structure, and purpose. A wide range of important issues are considered in the process, including the role of experiential learning and blended learning, balance of technical knowledge and soft skills, rise of badges and other non-degree credentials, importance of ethics, and challenges related to program sustainability.
Routledge. Available from: Taylor & Francis, Ltd. 530 Walnut Street Suite 850, Philadelphia, PA 19106. Tel: 800-354-1420; Tel: 215-625-8900; Fax: 215-207-0050; Web site:
Publication Type: Journal Articles; Reports - Descriptive
Education Level: Higher Education
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Grant or Contract Numbers: N/A