Literaturnachweis - Detailanzeige
| Autor/inn/en | Liu, Xia; Burns, Alvin C. |
|---|---|
| Titel | Designing a Marketing Analytics Course for the Digital Age |
| Quelle | In: Marketing Education Review, 28 (2018) 1, S.28-40 (13 Seiten)Infoseite zur Zeitschrift
PDF als Volltext |
| Sprache | englisch |
| Dokumenttyp | gedruckt; online; Zeitschriftenaufsatz |
| ISSN | 1052-8008 |
| DOI | 10.1080/10528008.2017.1421049 |
| Schlagwörter | Marketing; Teaching Methods; Data Analysis; College Faculty; Professional Personnel; Comparative Analysis; Instructional Design; Administrator Attitudes; Course Descriptions; Social Media; Employment Opportunities; Advertising; Internet; Teacher Attitudes; Higher Education |
| Abstract | Marketing analytics is receiving great attention because of evolving technology and the radical changes in the marketing environment. This study aims to assist the design and implementation of a marketing analytics course. We assembled a rich data set from four sources: business executives, 400 employers' job postings, one million tweets about marketing analytics from Twitter, and 13 course syllabi downloaded from the Internet. We apply text-mining techniques to generate insights from this big data set of electronic texts. By integrating insights from marketing practitioners and professors, we have designed a marketing analytics course and offer solutions for better structuring such courses. This study provides suggestions for marketing educators. (As Provided). |
| Anmerkungen | Routledge. Available from: Taylor & Francis, Ltd. 530 Walnut Street Suite 850, Philadelphia, PA 19106. Tel: 800-354-1420; Tel: 215-625-8900; Fax: 215-207-0050; Web site: http://www.tandf.co.uk/journals |
| Erfasst von | ERIC (Education Resources Information Center), Washington, DC |
| Update | 2020/1/01 |
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