ERIC Number: EJ1172523
Record Type: Journal
Publication Date: 2018
Abstractor: As Provided
Business Analytics in the Marketing Curriculum: A Call for Integration
Mintu-Wimsatt, Alma; Lozada, Héctor R.
Marketing Education Review, v28 n1 p1-5 2018
Marketing education has responded, to some extent, to the academic challenges emanating from the Big Data revolution. To provide a forum to specifically discuss how business analytics has been integrated into the marketing curriculum, we developed a Special Issue for "Marketing Education Review." We start with a call to action that underscores the importance of including analytics in developing marketing students' skill sets and competencies. In response to the call for integration, five articles discuss analytics based on four pillars of the marketing curriculum: content, pedagogy, structure, and purpose.
Descriptors: Marketing, Business Administration Education, Integrated Curriculum, Data Analysis, Skill Development, Business Skills, Minimum Competencies, Course Content, Teaching Methods, Course Objectives, Course Organization
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Publication Type: Journal Articles; Reports - Descriptive
Education Level: Higher Education
Authoring Institution: N/A