Nyhet

Teaching Marketing Analytics

Melding Theory, Practice, and Hands-on Applications

AvG. S. Erickson

Inbunden, Engelska, 2026

Del i serien Elgar Guides to Teaching

1 644 kr

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Beskrivning

This timely book examines the opportunities and challenges of teaching marketing analytics, providing a practical toolkit for educators in a rapidly developing field. Expert contributors review how marketing research has evolved, surveying the overlap between teaching these courses and investigating crucial topics such as AI.Chapters analyze various tools for teaching marketing analytics, including eye-tracking software, simulations, certifications, and laboratory space. The book assesses the development of innovative approaches utilized, such as customer relationship management (CRM), search and website metrics, and social media content creation and management. It also emphasizes the importance of teaching AI and its relationship to other intangible assets, as well as incorporating AI ethics into marketing analytics courses.This is an essential resource for educators teaching marketing courses, as well as students and scholars in business and management, marketing research, analytics, and digital marketing.

Produktinformation

Utgivningsdatum:2026-06-19
Mått:156 x 234 x undefined mm
Format:Inbunden
Språk:Engelska
Serie:Elgar Guides to Teaching
Förlag:Edward Elgar Publishing Ltd
ISBN:9781035329809

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Mer om författaren

Edited by G. Scott Erickson, Professor of Marketing, School of Business, Ithaca College, USA

Recensioner i media

‘There are as many perspectives on how to teach marketing analytics as there are faculty members teaching it. Most Marketing educators agree that the common thought through all the approaches is the focus on “Data-driven decision making.” Erickson’s Teaching Marketing Analytics provides a number of views, examples and topics that are related to effectively teaching marketing analytics all tied to the underlying goal of teaching students to be “data-driven decision makers.” This is crucial since marketing is the most data-driven area in all businesses. This book is a great entry point for anyone that is planning to teach a marketing analytics course.’

Innehållsförteckning

Contents1 Marketing research to marketing analytics 1G. Scott Erickson2 Marketing competencies including marketing analytics:directions and barriers to development in the local labor market 25Maciej Szafrański, Marek Goliński, and Magdalena Graczyk-Kucharska3 Building a marketing analytics lab 60G. Scott Erickson4 Assessing the intuitiveness of the user interface using eyetracking: the context of marketing analytics education inmanagement studies 85Maciej Szafrański, Jakub Gromny, Magdalena Graczyk-Kucharska, and Weronika Marchewka5 Simulation and other engagement options in marketing analytics 114G. Scott Erickson6 Artificial intelligence: a little background and some theory 134G. Scott Erickson7 Artificial intelligence ethical implications for teachingmarketing analytics 144Mohammad Tajvarpour, Barry A. Friedman, and Kristin L. Sotak8 Teaching data regulations and ethics for marketing analytics 175Victoria Yousra Ourzik