Marketing education has responded, to some extent, to the academic challenges emanating from the Big Data revolution. To provide a forum to specifically discuss how business analytics has been integrated into the marketing curriculum, we developed a Special Issue for "Marketing Education Review." We start with a call to action that…

Advances in technology and marketing practice have left little doubt that analytics must be integrated into the marketing curriculum, the question for many educators now is how to best to do so. While the response for each school will depend on its mission and context, as well as its strategies and resources, there already is much that can be…

Marketing analytics students who can communicate effectively with decision makers are in high demand. These "analytic unicorns" are hard to find. The Master of Science in Customer Analytics (MSCA) degree program at Xavier University seeks to fill that need. In this paper, we discuss the process of creating the MSCA program. We outline…

Client-based group projects (CBGP) enhance learning through processes of experience and application along with peer-based learning, while independent learning may induce a more active learning role and increased level of self-responsibility. The descriptive case in this article reviews the implementation of a group independent study where project…

There is a shortage of qualified salespeople, which creates a challenge for educators to prepare more students for a sales career. One of the most common teaching techniques used in preparing students is role playing, which mirrors real-world selling. However, role plays are not necessarily authentic because the players and conditions are not a…

This paper discusses the use of a presentation format known as "Pecha Kucha" (which means "chitchat" in Japanese). The objective of the Pecha Kucha assignment is to facilitate student communication of an argument, including stating and supporting a thesis. Throughout the semester, students become comfortable with the format via…