Analytics Capability in Marketing Education: A Practice-Informed Model
(2021)
Journal Article
Kurtzke, S., & Setkute, J. (2021). Analytics Capability in Marketing Education: A Practice-Informed Model. Journal of Marketing Education, 43(3), 298-316. https://doi.org/10.1177/02734753211042404
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 mar... Read More about Analytics Capability in Marketing Education: A Practice-Informed Model.