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A scaffolded learning approach to increasing student comfort with Microsoft Excel

Author

Listed:
  • Danny Weathers

    (Clemson University)

  • Scott D. Swain

    (Clemson University)

Abstract

As the availability and importance of data to support marketing decision-making continue to grow, universities need to prepare students for working in data-rich environments. Part of this preparation involves equipping students with skills necessary to access, manipulate, organize, explore, summarize, and visualize data. Microsoft Excel is a widely used tool for these tasks. We present results obtained across four years and seven sections of an undergraduate Marketing Metrics and Analytics courses that demonstrate the effectiveness of a scaffolded learning approach for enhancing student comfort with Excel. To support instructors who teach Marketing Metrics and Analytics courses, we provide the framework of assignments that we have found to effectively grow student confidence in using Excel.

Suggested Citation

  • Danny Weathers & Scott D. Swain, 2024. "A scaffolded learning approach to increasing student comfort with Microsoft Excel," Journal of Marketing Analytics, Palgrave Macmillan, vol. 12(2), pages 198-208, June.
    • Handle: RePEc:pal:jmarka:v:12:y:2024:i:2:d:10.1057_s41270-024-00306-1
    DOI: 10.1057/s41270-024-00306-1
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    References listed on IDEAS

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    1. Lawson, Barry R. & Baker, Kenneth R. & Powell, Stephen G. & Foster-Johnson, Lynn, 2009. "A comparison of spreadsheet users with different levels of experience," Omega, Elsevier, vol. 37(3), pages 579-590, June.
    2. Coleen R. Wilder & Ceyhun O. Ozgur, 2015. "Business Analytics Curriculum for Undergraduate Majors," INFORMS Transactions on Education, INFORMS, vol. 15(2), pages 180-187, January.
    3. D. J. Power & C. Heavin & J. McDermott & M. Daly, 2018. "Defining business analytics: an empirical approach," Journal of Business Analytics, Taylor & Francis Journals, vol. 1(1), pages 40-53, January.
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