KOREASCHOLAR

EFFECTIVE APPROACH TO TEACHING STUDENTS DATA ANALYTICS: MARKETING EDUCATION AND INDUSTRY

Christine Eunyoung Sung
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/422911
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Global Marketing Conference
2023 Global Marketing Conference at Seoul (2023.07)
pp.855-856
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Abstract

This study explores the effectiveness of marketing data analytics learning and outcomes for marketing students in courses with data analysis components at a U.S. business school. The study considers various moderating factors, such as software adaptability, grades, class type, data interest, statistical analysis method, and perceived time- and cost-effectiveness. The findings have implications for marketing education in data analytics.

Keyword
Marketing analytics educationData analytics software adaptability Data analytics
Author
  • Christine Eunyoung Sung(Montana State University, USA)