Retailers are faced with the challenge of how many stores to operate in a potential or an existing market and where those stores should be located. Various factors influence this decision-making. For instance, the customer behavior and their demographic characteristics, customer travel times, presence of competitors, costs involved, location…

A challenge for Principles of Marketing instructors is introducing new topics to majors and non-majors alike in a way that piques interest and increases student engagement across the breadth of topics. To help instructors overcome this challenge, we provide marketing "hooks," or short in-class exercises, that can be implemented to…

With the emerging use of analytics tools and methodologies in marketing, marketing educators have provided students training and experiences beyond the soft skills associated with understanding consumer behavior. Previous studies have only discussed how to apply analytics in course designs, tools, and related practices. However, there is a lack of…