Designing a Marketing Analytics Course for the Digital Age

Abstract

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 data set of electronic texts. By integrating insights from marketing practitioners and professors, we have designed a marketing analytics course and offer solutions for better structuring such courses. This study provides suggestions for marketing educators.