Engagement in extensive reading (ER) on the internet provides learners with unparalleled access to diverse digital resources, positioning online extensive reading (OER) as a transformative extension of traditional ER practices. OER combines the principles of ER with the affordances of modern technology, offering interactivity, multimedia features,…

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…