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Direct linkMicheaux, Andrea; Bosio, Birgit – Journal of Marketing Education, 2019
As firms gather increasing amounts of data, the question of how future marketers can use these data to make their marketing more relevant and to make a strategic difference remains. However, students may feel uncomfortable about information systems and database technology, which they may perceive as complex and dry. This case describes how the…
Descriptors: Teaching Methods, Marketing, Data Analysis, Course Descriptions
Download full textCline, Melinda; St. John, Jeremy; Guynes, Carl S. – American Journal of Business Education, 2015
The purpose of this paper is to report a summary of the results of a study which examined the appropriateness of using business school students as surrogates for IT professionals by comparing cognitive styles, physiological characteristics, and basic demographic data among the two groups. Cognitive style refers to the way individuals think,…
Descriptors: Business Administration Education, Cognitive Style, Demography, Psychological Characteristics
