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Micheaux, 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
Sternquist, Brenda; Huddleston, Patricia; Fairhurst, Ann – Journal of Marketing Education, 2018
We provide an overview of ways to involve undergraduate business and retailing students in faculty research projects and discuss advantages of these student-faculty collaborations. We use Kolb's experiential learning cycle to provide a framework for creating an effective and engaging undergraduate research experience and use it to classify types…
Descriptors: Undergraduate Students, Retailing, Distributive Education, Research Projects