Big Data in the Marketing Education Programs: Educators' and Students' Views and Attitudes

Autor/inn/en	Elhajjar, Samer; Borna, Shaheen
Titel	Big Data in the Marketing Education Programs: Educators' and Students' Views and Attitudes
Quelle	In: Marketing Education Review, 33 (2023) 3, S.190-210 (21 Seiten)Infoseite zur Zeitschrift PDF als Volltext Verfügbarkeit
Sprache	englisch
Dokumenttyp	gedruckt; online; Zeitschriftenaufsatz
ISSN	1052-8008
DOI	10.1080/10528008.2022.2082983
Schlagwörter	Marketing; Teaching Methods; Competition; Statistics Education; Teacher Attitudes; Undergraduate Students; Student Interests; Data Analysis; Foreign Countries; Cross Cultural Studies; Self Efficacy; College Faculty; Lebanon; France; Turkey; Cyprus; Australia + Suchen Sie Ihr Suchwort? Teaching method; Lehrmethode; Unterrichtsmethode; Wettkampf; Lehrerverhalten; Studieninteresse; Auswertung; Ausland; Cultural comparison; Kulturvergleich; Self-efficacy; Selbstwirksamkeit; Fakultät; Libanon; Frankreich; Türkei; Zypern; Australien
Abstract	This research explores the perspectives of marketing students and educators about the Big Data courses in marketing education programs. It also examines drivers that predict interest on the part of marketing students in taking Big Data courses. Data was collected through interviews with 20 marketing educators, and a survey was completed by 480 marketing students. Results of this research show how marketing educators can introduce Big Data concepts in their marketing classes and incorporate new teaching techniques. The results of our first study show that ability factors, affective factors, and interest in big data have an impact on marketing students' attitudes toward big data courses. Nevertheless, our analysis shows that the students' competitiveness traits and the academic value of big data do not have an impact on marketing students' attitudes toward big data courses. Our second study emphasizes the importance of integrating big data courses into marketing education programs. It also lists the requirements for teaching big data in marketing programs, including the skills, qualifications, and experience of big data instructors. Collectively, this research provides insights associated with the growing desire to upskill in big data by marketers and the belief that these skills will be necessary for the future. (As Provided).
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Erfasst von	ERIC (Education Resources Information Center), Washington, DC
Update	2024/1/01