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Direct linkWeathers, Danny; Aragón, Oriana – Marketing Education Review, 2019
As organizations become increasingly dependent on marketing analytics, universities are adapting their curricula to equip students with skills necessary to operate in data-rich environments. We describe six competencies that students need to become proficient with analytics: (1) assessing data quality, (2) understanding measurement, (3) managing…
Descriptors: Marketing, Curriculum Development, Teaching Methods, Data Analysis
