Literaturnachweis - Detailanzeige
| Autor/inn/en | Kurtzke, Simone; Setkute, Justina |
|---|---|
| Titel | Analytics Capability in Marketing Education: A Practice-Informed Model |
| Quelle | In: Journal of Marketing Education, 43 (2021) 3, S.298-316 (19 Seiten)Infoseite zur Zeitschrift
PDF als Volltext |
| Zusatzinformation | ORCID (Kurtzke, Simone) |
| Sprache | englisch |
| Dokumenttyp | gedruckt; online; Zeitschriftenaufsatz |
| ISSN | 0273-4753 |
| DOI | 10.1177/02734753211042404 |
| Schlagwörter | Data Analysis; Data Use; Decision Making; Marketing; Job Skills; Soft Skills; Skill Development; Theory Practice Relationship; Employment Potential; Business Schools; Knowledge Level; Holistic Approach; Educational Research |
| Abstract | As marketing continues to be transformed by technology and the explosion of big data, academic research has identified a significant need for analytics skills in marketing education. However, it is unclear whether current curriculum approaches to marketing analytics equip students with the skills employers need and prepare them effectively for data-driven marketing roles. This study identifies the knowledge and skills marketing graduates require for analytics practice to bridge the theory-practice gap and increase students' employability. Our research reveals that a blend of knowledge, soft and technical skills is needed, and that the ability to communicate insights from data to stakeholders is critical. We offer a practice-informed model which demonstrates that conceptual knowledge, technical skills, tools skills and soft skills are required to develop holistic analytics capability for marketing practice. Actionable takeaways for how educators can embed holistic analytics teaching in marketing education are also provided. (As Provided). |
| Anmerkungen | SAGE Publications. 2455 Teller Road, Thousand Oaks, CA 91320. Tel: 800-818-7243; Tel: 805-499-9774; Fax: 800-583-2665; e-mail: journals@sagepub.com; Web site: http://sagepub.com |
| Erfasst von | ERIC (Education Resources Information Center), Washington, DC |
| Update | 2024/1/01 |
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