Integrating Business Analytics in the Marketing Curriculum: Eight Recommendations

Autor/in	LeClair, Dan
Titel	Integrating Business Analytics in the Marketing Curriculum: Eight Recommendations
Quelle	In: Marketing Education Review, 28 (2018) 1, S.6-13 (8 Seiten)Infoseite zur Zeitschrift PDF als Volltext Verfügbarkeit
Sprache	englisch
Dokumenttyp	gedruckt; online; Zeitschriftenaufsatz
ISSN	1052-8008
DOI	10.1080/10528008.2017.1421050
Schlagwörter	Business Administration Education; Marketing; Curriculum Enrichment; Best Practices; Change Strategies; Curriculum Development; Course Content; Teaching Methods; Course Organization; Curriculum Design; Course Objectives; Educational Needs; Educational Change + Suchen Sie Ihr Suchwort? Curriculum revision; Curriculumreform; Curriculum; Lehrplan; Reform; Lösungsstrategie; Development; Curriculumentwicklung; Entwicklung; Kursprogramm; Teaching method; Lehrmethode; Unterrichtsmethode; Course organisation; Kurskonzept; Lehrplangestaltung; Educational need; Bildungsbedarf; Bildungsreform
Abstract	Advances in technology and marketing practice have left little doubt that analytics must be integrated into the marketing curriculum, the question for many educators now is how to best to do so. While the response for each school will depend on its mission and context, as well as its strategies and resources, there already is much that can be learned from experiences across the business education industry. This article draws on these experiences to offer eight recommendations across fours areas of the marketing curriculum, including content, pedagogy, structure, and purpose. A wide range of important issues are considered in the process, including the role of experiential learning and blended learning, balance of technical knowledge and soft skills, rise of badges and other non-degree credentials, importance of ethics, and challenges related to program sustainability. (As Provided).
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Erfasst von	ERIC (Education Resources Information Center), Washington, DC
Update	2020/1/01