Teaching basic marketing accountability using spreadsheets: An exploratory perspective

Ganesh, Gopala; Paswan, Audhesh K.

doi:10.1016/j.jbusres.2009.02.019

Cited by 5 publications

(1 citation statement)

References 47 publications

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“…Literature [12] In order to implement the guiding principle of "the integration of industry and education in the cultivation of marketing professionals", higher vocational schools should combine the construction of a harmonious campus culture and talent cultivation system to promote an increase in the professional ethics, professional competence, and competition for employment of marketing students. Literature [13] suggests that one of the key problems in marketing is the lack of financial accountability, and one possible way to improve the situation is to use a spreadsheet to hold future marketing executives accountable for their marketing. Attempts have been made to improve our understanding of how to teach spreadsheet skills and to encourage an accountability mindset among college marketing students in a course called "Marketing and Money".…”

Section: Related Researchmentioning

confidence: 99%

Research on Talent Cultivation Path for Marketing Majors under the Integration of Industry and Education Based on Intelligent Data Analysis

Wang

2023

Applied Mathematics and Nonlinear Sciences

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In this paper, cluster analysis is used to obtain the similarity coefficients as well as measurement scales among marketing characteristic variables in order to find the degree of stickiness of corporate marketing accurately. In order to avoid the over-fitting problem in the process of marketing research based on cluster analysis, it is necessary to optimize the attribute dependence through a rough set base and further explore the application of cluster analysis in marketing research. In the research design of marketing professional talent cultivation by integrating intelligent data analysis, the cleaning of research data can avoid the problem of initial data null value as well as duplication, and the evaluation database and data mining process are explained in the research. According to the marketing professional talent cultivation standards, to determine the research evaluation indexes, and to research and analyze the marketing professional talent cultivation path under the integration of industry and education. The results show that the regression coefficient of teaching form and student satisfaction of marketing teaching is 0.302, and the significance level Sig value is 0.000 (<0.01). That is, the teaching form has a significant positive influence on the satisfaction of marketing majors individually. This study enhances the ability to integrate industry and education in vocational colleges and universities, driving the local economy and realizing a win-win situation between schools and enterprises.

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Section: Related Researchmentioning

confidence: 99%