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Direct linkMicheaux, Andrea; Bosio, Birgit – Journal of Marketing Education, 2019
As firms gather increasing amounts of data, the question of how future marketers can use these data to make their marketing more relevant and to make a strategic difference remains. However, students may feel uncomfortable about information systems and database technology, which they may perceive as complex and dry. This case describes how the…
Descriptors: Teaching Methods, Marketing, Data Analysis, Course Descriptions
