Designing a Marketing Analytics Course for the Digital Age

@article{Liu2018DesigningAM,
  title={Designing a Marketing Analytics Course for the Digital Age},
  author={Xia Liu and Alvin C. Burns},
  journal={Marketing Education Review},
  year={2018},
  volume={28},
  pages={28 - 40}
}
  • Xia Liu, A. Burns
  • Published 2 January 2018
  • Business
  • Marketing Education Review
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… 
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