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Developing context‐relevant project experiences for marketing analytics students
Author(s) -
Lim JeenSu,
Heinrichs John H.
Publication year - 2021
Publication title -
decision sciences journal of innovative education
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.52
H-Index - 19
eISSN - 1540-4609
pISSN - 1540-4595
DOI - 10.1111/dsji.12234
Subject(s) - computer science , context (archaeology) , analytics , knowledge management , project management , learning analytics , business analytics , data science , business intelligence , engineering management , marketing , business , business model , management , engineering , business analysis , paleontology , economics , biology
Today's firms are inundated with a huge volume of data and face requirements to use this data to gain and maintain competitive advantage. In this teaching brief, we address the confirmed analytic skills gap by providing context‐relevant learning experiences to business students. Specifically, a marketing analytics project development model is proposed, with details on its design and implementation in a senior‐level course at a major Midwestern university. The course content and project were administered through a learning management system using HubSpot's CRM software tools. For the project, students were provided with data visualizations for a hypothetical firm; then they performed additional analysis using HubSpot CRM dashboards. Final student projects, as well as course evaluations, suggest that students gained enhanced marketing analytics skills that will be valuable in the future job market.