Enhancing Student Engagement and Class Performance in a Marketing Analytics Course: A Student-Empowered Flipped Classroom (SEFC) Approach

As companies increasingly invest in data analytics, there is a growing demand for marketing students with skills in this area. For many marketing students, who often choose their major based on a preference for topics other than mathematics and analytics, the prospect of taking a marketing analytics course can be intimidating. This study introduces the Student-Empowered Flipped Classroom (SEFC) as a solution to the challenges faced in teaching marketing analytics. Within a marketing analytics course, traditional instruction is complemented by the SEFC approach where students choose an emerging analytics topic, study it in-depth, and teach their peers using relevant software tools. Results suggest that this approach promotes higher student satisfaction, better understanding and fosters a supportive learning environment. By aligning the flipped classroom approach with principles of empowerment, this research contributes to the ongoing discussion on innovative instructional models that enhance student learning and engagement.