Association of Marketing Theory and Practice Proceedings 2017
 

Document Type

Conference Proceeding

Conference Track

Marketing Education/ The Dynamic Business School

Publication Date

2017

Abstract

Universities are charged with equipping the next generation of graduates with the skills and knowledge to benefit both the businesses they will work in. Analytics are the skills needed by both for profit and non-profit operating businesses. For example, in August of 2013, Forbes printed a post on the Forbes Insights blog by Daniel Keherer titled ‘Analysis Shows Jump in Marketing Analytics Jobs.’ The Definitive Guide to Marketing Metrics and Analytics (Dholakia, 2015) has been freely made available by Marketo. Harvard Business School Press has also published a book titled ‘Competing on Analytics: The New Science of Winning,’ by Harris and Davenport (2007). The question is, are our university graduates prepared for a world of analytics? This research shows universities need to have courses and faculty ready to develop the next generation of graduates who will have to deal with analytics in the workplace.

About the Authors

Michael Latta Professor of Marketing, Coastal Carolina University PhD in Industrial and Organizational Psychology Iowa State University (minor in Statistics) MS in Industrial and Organizational Psychology Iowa State University (minor in Statistics) BS in Psychology Illinois State University (minor in Mathematics)

James Solazzo Chair/Professor Mathematics & Statistics, Coastal Carolina University PhD in Mathematics University of Houston MS in Mathematics University of Houston BS in Mathematics SUNNY Stony Brook

Dennis Rauch Professor of Marketing, Coastal Carolina University PhD in Marketing University of Iowa MBA in Marketing Western Illinois University BBA in Marketing, Western Illinois University

Copyright Statement / License for Reuse

Digital Commons@Georgia Southern License

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