Business Analytics in the Marketing Curriculum: A Call for Integration. Issue 1 (2nd January 2018)

• Record Type: Journal Article
• Authors: Mintu-Wimsatt, Alma; Lozada, Héctor R.
• Is Part Of: Marketing education review. Volume 28:Issue 1(2018)
• Page Start: 1
• Page End: 5
• Publication Date: 2018-01-02
• Subjects: Marketing -- Study and teaching -- United States -- Periodicals; 658.8007
• DOI: 10.1080/10528008.2018.1436974
• Languages: English
• ISSNs: 1052-8008

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.