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Full-Text Articles in Business
From Student To Professional: Teaching Professionalism In The Marketing Classroom, Hulda G. Black, Rebecca Dingus, Alexander Milovic
From Student To Professional: Teaching Professionalism In The Marketing Classroom, Hulda G. Black, Rebecca Dingus, Alexander Milovic
Marketing Faculty Research and Publications
Developing professionalism skills in the classroom is vital to the business college experience as educators strive to ensure preparedness and success of their graduates. Marketers especially need enhanced professionalism training, as their careers involve interactions with many constituents. In this paper, the authors develop a semester-long emphasis on professionalism that introduces the concept, embeds its importance throughout the course with discussion and relevant exercises, and includes a component to monitor and evaluate professional behavior. Assessments at the beginning and end of the semester provide evidence for learning outcomes, both quantitatively and qualitatively, that speak to the effectiveness of its implementation.
Analytics Capability In Marketing Education: A Practice-Informed Model, Justina Setkute, Simone Kurtzke Dr.
Analytics Capability In Marketing Education: A Practice-Informed Model, Justina Setkute, Simone Kurtzke Dr.
Articles
As marketing continues to be transformed by technology and the explosion of big data, academic research has identified a significant need for analytics skills in marketing education. However, it is unclear whether current curriculum approaches to marketing analytics equip students with the skills employers need and prepare them effectively for data-driven marketing roles. This study identifies the knowledge and skills marketing graduates require for analytics practice to bridge the theory-practice gap and increase students’ employability. Our research reveals that a blend of knowledge, soft and technical skills is needed, and that the ability to communicate insights from data to stakeholders …