Teaching marketing analytics : melding theory, practice, and hands-on application / edited by G. Scott Erickson (professor of marketing, School of Business, Ithaca College, USA).

Format:

Book

Contributor:

Erickson, G. Scott, editor.

Edward Elgar Publishing, publisher.

Series:

Elgar guides to teaching

Language:

English

Subjects (All):

Marketing--Mathematical models--Study and teaching (Higher).

Marketing.

Marketing research--Data processing--Study and teaching (Higher).

Marketing research.

Genre:

Electronic books.

Physical Description:

1 online resource (208 pages)

Edition:

First edition.

Place of Publication:

Northampton : Edward Elgar Publishing, 2026.

Summary:

"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"-- Provided by publisher.

Contents:

Contents: 1. Marketing research to marketing analytics / G. Scott Erickson

2. Marketing competencies including marketing analytics: Directions and barriers to development in the local labor market / Maciej Szafranski, Marek Golinski, and Magdalena Graczyk-Kucharska

3. Building a marketing analytics lab / G. Scott Erickson

4. Assessing the intuitiveness of the user interface using eye tracking: The context of marketing analytics education in management studies / Maciej Szafranski, Jakub Gromny, Magdalena Graczyk-Kucharska, and Weronika Marchewka

5. Simulation and other engagement options in marketing analytics / G. Scott Erickson

6. Artificial intelligence: A little background and some theory / G. Scott Erickson

7. Artificial intelligence ethical implications for teaching marketing analytics / Mohammad Tajvarpour, Barry A. Friedman, and Kristin L. Sotak

8. Teaching data regulations and ethics for marketing analytics / Victoria Yousra Ourzik.

Notes:

Includes bibliographical references and index.

Description based on print record.

ISBN:

9781035329816 (e-book)

Access Restriction:

Restricted for use by site license.