Designing a Marketing Analytics Course for the Digital Age

@article{Liu2018DesigningAM,
  title={Designing a Marketing Analytics Course for the Digital Age},
  author={X. Liu and A. Burns},
  journal={Marketing Education Review},
  year={2018},
  volume={28},
  pages={28 - 40}
}
Marketing analytics is receiving great attention because of evolving technology and the radical changes in the marketing environment. This study aims to assist the design and implementation of a marketing analytics course. We assembled a rich data set from four sources: business executives, 400 employers’ job postings, one million tweets about marketing analytics from Twitter, and 13 course syllabi downloaded from the Internet. We apply text-mining techniques to generate insights from this big… Expand
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