Analytics Capability in Marketing Education: A Practice-Informed Model
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Date
2021
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Publisher
SAGE Open
Abstract
As marketing continues to be transformed by technology and the explosion of big data, academic research has identified a
significant need for analytics skills in marketing education. However, it is unclear whether current curriculum approaches
to marketing analytics equip students with the skills employers need and prepare them effectively for data-driven marketing
roles. This study identifies the knowledge and skills marketing graduates require for analytics practice to bridge the theory practice gap and increase students’ employability. Our research reveals that a blend of knowledge, soft and technical skills
is needed, and that the ability to communicate insights from data to stakeholders is critical. We offer a practice-informed
model which demonstrates that conceptual knowledge, technical skills, tools skills and soft skills are required to develop
holistic analytics capability for marketing practice. Actionable takeaways for how educators can embed holistic analytics
teaching in marketing education are also provided.
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Keywords
marketing education, data analysis skills, digital marketing analytics, marketing practice, analytics education