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Direct linkLim, Jeen-Su; Heinrichs, John H. – Decision Sciences Journal of Innovative Education, 2021
Today's firms are inundated with a huge volume of data and face requirements to use this data to gain and maintain competitive advantage. In this teaching brief, we address the confirmed analytic skills gap by providing context-relevant learning experiences to business students. Specifically, a marketing analytics project development model is…
Descriptors: Marketing, Data Analysis, Business Administration Education, Student Projects
