The Agony and the Ecstasy: Teaching Marketing Metrics to Undergraduate Business Students

Autor/inn/en	Saber, Jane Lee; Foster, Mary K.
Titel	The Agony and the Ecstasy: Teaching Marketing Metrics to Undergraduate Business Students
Quelle	In: Marketing Education Review, 21 (2011) 1, S.9-20 (12 Seiten)Infoseite zur Zeitschrift PDF als Volltext Verfügbarkeit
Sprache	englisch
Dokumenttyp	gedruckt; online; Zeitschriftenaufsatz
ISSN	1052-8008
DOI	10.2753/MER 1052-8008210102
Schlagwörter	Marketing; Business Education; Teaching Methods; Undergraduate Study; Spreadsheets; Mathematics Skills; Thinking Skills; Statistical Analysis; Active Learning; Computer Uses in Education; Computer Software; Educational Technology; Comparative Analysis; Grades (Scholastic); Program Effectiveness + Suchen Sie Ihr Suchwort? Wirtschaftserziehung; Wirtschaftspädagogik; Teaching method; Lehrmethode; Unterrichtsmethode; Grundstudium; Spread sheet; Spredsheets; Spreadsheet; Tabellenkalkulation; Mathmatics achievement; Mathematics ability; Mathematische Kompetenz; Denkfähigkeit; Statistische Analyse; Aktives Lernen; Computernutzung; Unterrichtsmedien; Notenspiegel
Abstract	The marketing department of a large business school introduced a new undergraduate course, marketing metrics and analysis. The main materials for this course consisted of a series of online spreadsheets with embedded text and practice problems, a 32-page online metrics primer that included assurance of learning questions and a sample examination (http://mametrics.ca). In response to challenges, the instructor modified the course in three separate iterations in order to create a more active and experiential class setting to optimize student retention and learning. Empirical results tend to support the use of the materials and the modifications employed. The paper proposes additional changes to enhance the course and discusses the implications for teaching marketing metrics in undergraduate courses. (Contains 1 figure.) (As Provided).
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Erfasst von	ERIC (Education Resources Information Center), Washington, DC
Update	2017/4/10