IDEAS home Printed from https://ideas.repec.org/a/pal/jmarka/v12y2024i2d10.1057_s41270-023-00283-x.html
   My bibliography  Save this article

Analytics for all marketing majors: sparking interest in the uninterested

Author

Listed:
  • Rebecca Dingus

    (Ohio University)

  • Hulda G. Black

    (Illinois State University)

  • Nicole A. Flink

    (Weber State University)

Abstract

Marketing analytics has an impact on the role of every marketer in some way. However, faculty members often face challenges when recruiting students for courses focused on analytics, and many marketing students tend to avoid quantitative courses due to fear and hesitation. The lack of marketing pedagogy with classroom activities designed to help educators showcase marketing analytics as engaging, interesting, and practical adds to the problem. To meet this need, this paper presents a classroom activity focused on building interest in marketing analytics, designed to be completed in a single-class period in any marketing course by any instructor, regardless of expertise in analytics. Administered in four different marketing courses at three universities, results show that students experienced a significant increase in their awareness of, interest in, and excitement for marketing analytics. Students also experienced a significant decrease in how intimidating they perceive analytics to be. Qualitative comments provide more detail related to fears or hesitations that were lessened by the course activity. Overall, the results support that this activity provided students with a significant increase in their awareness of, interest in, and excitement for marketing analytics.

Suggested Citation

  • Rebecca Dingus & Hulda G. Black & Nicole A. Flink, 2024. "Analytics for all marketing majors: sparking interest in the uninterested," Journal of Marketing Analytics, Palgrave Macmillan, vol. 12(2), pages 126-141, June.
    • Handle: RePEc:pal:jmarka:v:12:y:2024:i:2:d:10.1057_s41270-023-00283-x
    DOI: 10.1057/s41270-023-00283-x
    as

    Download full text from publisher

    File URL: http://link.springer.com/10.1057/s41270-023-00283-x
    File Function: Abstract
    Download Restriction: Access to the full text of the articles in this series is restricted.
    File URL: https://libkey.io/10.1057/s41270-023-00283-x?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Delen, Dursun & Zolbanin, Hamed M., 2018. "The analytics paradigm in business research," Journal of Business Research, Elsevier, vol. 90(C), pages 186-195.
    2. Janakiraman Moorthy & Rangin Lahiri & Neelanjan Biswas & Dipyaman Sanyal & Jayanthi Ranjan & Krishnadas Nanath & Pulak Ghosh, 2015. "Big Data: Prospects and Challenges," Vikalpa: The Journal for Decision Makers, , vol. 40(1), pages 74-96, March.
    3. Wong Foong Yee & Siew Imm Ng & Kaixin Seng & Xin-Jean Lim & Thanuja Rathakrishnan, 2022. "How does social media marketing enhance brand loyalty? Identifying mediators relevant to the cinema context," Journal of Marketing Analytics, Palgrave Macmillan, vol. 10(2), pages 114-130, June.
    4. Dawn Iacobucci & Maria Petrescu & Anjala Krishen & Michael Bendixen, 2019. "The state of marketing analytics in research and practice," Journal of Marketing Analytics, Palgrave Macmillan, vol. 7(3), pages 152-181, September.
    5. Svenja Damberg & Manfred Schwaiger & Christian M. Ringle, 2022. "What’s important for relationship management? The mediating roles of relational trust and satisfaction for loyalty of cooperative banks’ customers," Journal of Marketing Analytics, Palgrave Macmillan, vol. 10(1), pages 3-18, March.
    6. Manisha Mathur, 2022. "Who pulls the strings: firm strategy or firm environment in controlling firm risk?," Journal of Marketing Analytics, Palgrave Macmillan, vol. 10(4), pages 341-359, December.
    7. Spanjaard, Daniela & Hall, Tim & Stegemann, Nicole, 2018. "Experiential learning: Helping students to become ‘career-ready’," Australasian marketing journal, Elsevier, vol. 26(2), pages 163-171.
    8. Dora Simões & Joana Nogueira, 2022. "Learning about the customer for improving customer retention proposal of an analytical framework," Journal of Marketing Analytics, Palgrave Macmillan, vol. 10(1), pages 50-63, March.
    9. Maria Petrescu & Anjala S. Krishen, 2023. "A decade of marketing analytics and more to come: JMA insights," Journal of Marketing Analytics, Palgrave Macmillan, vol. 11(2), pages 117-129, June.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Maria Petrescu & Anjala S. Krishen, 2023. "Mapping 2022 in Journal of Marketing Analytics: what lies ahead?," Journal of Marketing Analytics, Palgrave Macmillan, vol. 11(1), pages 1-4, March.
    2. Gül Yazıcı & Tuğçe Ozansoy Çadırcı, 2024. "Creating meaningful insights from customer reviews: a methodological comparison of topic modeling algorithms and their use in marketing research," Journal of Marketing Analytics, Palgrave Macmillan, vol. 12(4), pages 865-887, December.
    3. Sidney Anderson, 2024. "Expanding data literacy to include data preparation: building a sound marketing analytics foundation," Journal of Marketing Analytics, Palgrave Macmillan, vol. 12(2), pages 227-234, June.
    4. Carlos Lamela-Orcasitas & Jesús García-Madariaga, 2023. "How to really quantify the economic value of customer information in corporate databases," Palgrave Communications, Palgrave Macmillan, vol. 10(1), pages 1-13, December.
    5. Kumar, V. & Ramachandran, Divya & Kumar, Binay, 2021. "Influence of new-age technologies on marketing: A research agenda," Journal of Business Research, Elsevier, vol. 125(C), pages 864-877.
    6. Nani, Albi, 2023. "Valuing big data: An analysis of current regulations and proposal of frameworks," International Journal of Accounting Information Systems, Elsevier, vol. 51(C).
    7. Adam C. Merkle & Catherine Hessick & Britton R. Leggett & Larry Goehrig & Kenneth O’Connor, 2020. "Exploring the components of brand equity amid declining ticket sales in Major League Baseball," Journal of Marketing Analytics, Palgrave Macmillan, vol. 8(3), pages 149-164, September.
    8. Ranjan Chaudhuri & Sheshadri Chatterjee & Demetris Vrontis & Alkis Thrassou, 2024. "Adoption of robust business analytics for product innovation and organizational performance: the mediating role of organizational data-driven culture," Annals of Operations Research, Springer, vol. 339(3), pages 1757-1791, August.
    9. Vinay Singh & Brijesh Nanavati & Arpan Kumar Kar & Agam Gupta, 2023. "How to Maximize Clicks for Display Advertisement in Digital Marketing? A Reinforcement Learning Approach," Information Systems Frontiers, Springer, vol. 25(4), pages 1621-1638, August.
    10. Krishen, Anjala S. & Dwivedi, Yogesh K. & Bindu, N. & Kumar, K. Satheesh, 2021. "A broad overview of interactive digital marketing: A bibliometric network analysis," Journal of Business Research, Elsevier, vol. 131(C), pages 183-195.
    11. Mariia Bordian & Irene Gil-Saura & Gloria Berenguer-Contri & María-Eugenia Ruiz-Molina & Antonio Marín-García, 2024. "Boost effect of sustainable practices and relational innovation on value co-creation and brand equity: outcomes of hotel size moderation," Journal of Marketing Analytics, Palgrave Macmillan, vol. 12(3), pages 717-733, September.
    12. Godé, Cécile & Brion, Sébastien, 2024. "The affordance-actualization process of predictive analytics: Towards a configurational framework of a predictive policing system," Technological Forecasting and Social Change, Elsevier, vol. 204(C).
    13. Hechmi Najjar & Chaker Najar, 2023. "From relational benefits to consumer loyalty across international perspective: a meta-analytic structural equation modeling," Journal of Marketing Analytics, Palgrave Macmillan, vol. 11(3), pages 470-489, September.
    14. Shimi Naurin Ahmad & Michel Laroche, 2023. "Extracting marketing information from product reviews: a comparative study of latent semantic analysis and probabilistic latent semantic analysis," Journal of Marketing Analytics, Palgrave Macmillan, vol. 11(4), pages 662-676, December.
    15. Jeff Allen & Santiago Carbo Valverde & Sujit Chakravorti & Francisco Rodriguez-Fernandez & Oya Pinar Ardic, 2022. "Assessing Incentives to Increase Digital Payment Acceptance and Usage," World Bank Publications - Books, The World Bank Group, number 37487.
    16. Shiyu Liu & Ou Liu & Junyang Chen, 2023. "A Review on Business Analytics: Definitions, Techniques, Applications and Challenges," Mathematics, MDPI, vol. 11(4), pages 1-20, February.
    17. Chung-Jen Wang & Zih-Rong Jiang, 2024. "Exploring High-Performance Work Systems and Sustainable Development in the Hospitality Industry," Sustainability, MDPI, vol. 16(22), pages 1-26, November.
    18. Ahmed Gamal ElKattan & Diana Gavilan & Mohamed Hamed Elsharnouby & Amira Fouad Ahmed Mahran, 2024. "Mapping sharing economy themes: science mapping, topic modeling, and research agenda," Journal of Marketing Analytics, Palgrave Macmillan, vol. 12(4), pages 843-864, December.
    19. Maria Petrescu & Anjala S. Krishen, 2021. "A tribute to our heroes and thoughts about collaborative relationships," Journal of Marketing Analytics, Palgrave Macmillan, vol. 9(2), pages 81-82, June.
    20. Imran Bashir Dar & Muhammad Bashir Khan & Abdul Zahid Khan & Bahaudin G. Mujtaba, 2021. "A qualitative analysis of the marketing analytics literature: where would ethical issues and legality rank?," Journal of Marketing Analytics, Palgrave Macmillan, vol. 9(3), pages 242-261, September.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:pal:jmarka:v:12:y:2024:i:2:d:10.1057_s41270-023-00283-x. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.palgrave-journals.com/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.