ERIC Number: EJ1172518
Record Type: Journal
Publication Date: 2018
Abstractor: As Provided
A Progressive Approach to Teaching Analytics in the Marketing Curriculum
Liu, Yiyuan; Levin, Michael A.
Marketing Education Review, v28 n1 p14-27 2018
With the emerging use of analytics tools and methodologies in marketing, marketing educators have provided students training and experiences beyond the soft skills associated with understanding consumer behavior. Previous studies have only discussed how to apply analytics in course designs, tools, and related practices. However, there is a lack of study on the practice of teaching analytics systematically in the marketing curriculum. This article fills the gap by introducing a progressive approach to teaching analytics across different marketing courses by focusing on program-wide curriculum mapping and design. We delineate the framework to develop the curriculum with an analytics component.
Descriptors: Teaching Methods, Data Analysis, Marketing, Curriculum Design, Guidelines, Statistical Analysis, Higher Education, Retailing, Computer Software, Simulation, Course Descriptions, Internet, Web Sites
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Publication Type: Journal Articles; Reports - Research
Education Level: Higher Education
Authoring Institution: N/A