INTEGRATING ANALYTICS INTO MARKETING CURRICULA: CHALLENGES AND EFFECTIVE PRACTICES FOR DEVELOPING SIX CRITICAL COMPETENCIES. Issue 4 (2nd October 2019)

• Record Type: Journal Article
• Authors: Weathers, Danny; Aragón, Oriana
• Is Part Of: Marketing education review. Volume 29:Issue 4(2019)
• Page Start: 266
• Page End: 282
• Publication Date: 2019-10-02
• Subjects: Marketing -- Study and teaching -- United States -- Periodicals; 658.8007
• DOI: 10.1080/10528008.2019.1673664
• Languages: English
• ISSNs: 1052-8008

Abstract

Abstract : As organizations become increasingly dependent on marketing analytics, universities are adapting their curricula to equip students with skills necessary to operate in data-rich environments. We describe six competencies that students need to become proficient with analytics: (1) assessing data quality, (2) understanding measurement, (3) managing datasets, (4) analyzing data, (5) interpreting results, and (6) communicating results. We discuss what these competencies entail, challenges students may face in developing them, and effective practices for instructors to foster the competencies. We provide data that support the value of teaching analytics with a focus on developing these competencies.