In the era of big data, many business organizations consider data analytics skills as important criteria in the acquisition of qualified applicants. As numerous managerial decisions in the field of marketing are becoming evidence-based, business schools have integrated case studies about different stages of data analytics such as problem…

The instrumental approach is a useful theoretical lens for understanding students' learning processes with a main focus on the transformation of an artefact (a human design for a goal-directed activity) into a meaningful instrument (i.e. an artefact and schemes developed by the student). In this paper, we articulate the instrumental approach for…