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Teaching Marketing Analytics

Melding Theory, Practice, and Hands-on Applications

By: G. S. Erickson (Editor)

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eText | 1 January 2026 | Edition Number 1

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This timely book examines the opportunities and challenges of teaching marketing analytics, providing a practical toolkit for educators in a rapidly developing field. Expert contributors review how marketing research has evolved, surveying the overlap between teaching these courses and investigating crucial topics such as AI.

Chapters analyze various tools for teaching marketing analytics, including eye-tracking software, simulations, certifications, and laboratory space. The book assesses the development of innovative approaches utilized, such as customer relationship management (CRM), search and website metrics, and social media content creation and management. It also emphasizes the importance of teaching AI and its relationship to other intangible assets, as well as incorporating AI ethics into marketing analytics courses.

This is an essential resource for educators teaching marketing courses, as well as students and scholars in business and management, marketing research, analytics, and digital marketing.