Business Analytics in the Marketing Curriculum: A Call for Integration

Autor/inn/en	Mintu-Wimsatt, Alma; Lozada, Héctor R.
Titel	Business Analytics in the Marketing Curriculum: A Call for Integration
Quelle	In: Marketing Education Review, 28 (2018) 1, S.1-5 (5 Seiten)Infoseite zur Zeitschrift PDF als Volltext Verfügbarkeit
Sprache	englisch
Dokumenttyp	gedruckt; online; Zeitschriftenaufsatz
ISSN	1052-8008
DOI	10.1080/10528008.2018.1436974
Schlagwörter	Marketing; Business Administration Education; Integrated Curriculum; Data Analysis; Skill Development; Business Skills; Minimum Competencies; Course Content; Teaching Methods; Course Objectives; Course Organization + Suchen Sie Ihr Suchwort? Auswertung; Kompetenzentwicklung; Qualifikationsentwicklung; Fundamentum; Mindestwissen; Kursprogramm; Teaching method; Lehrmethode; Unterrichtsmethode; Course organisation; Kurskonzept
Abstract	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. (As Provided).
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Erfasst von	ERIC (Education Resources Information Center), Washington, DC
Update	2020/1/01