Putting Marketing Analytics on ICE (In-Class Exercises): Fostering Autonomy and Motivation to Build Self-Confidence and Belongingness

Purpose of the Study Many functions in marketing analytics are premised on database management skills. New graduates are increasingly expected to possess these skills. However, students often shy away from database management because they lack confidence with what they perceive as math-based learning in isolation. However, they can develop self-confidence from active learning classroom exercises where they work on their own and are motivated to excel. Method/Design and Sample In-class exercises (ICEs) were conducted in two sections of an in-person graduate marketing database management course ( n = 73) and assessed to determine their usefulness. Results Survey results provide evidence that the ICEs fostered autonomy and motivation for building self-confidence and a sense of belonging. A significant increase in final exam scores compared to sections that did not utilize ICEs also provides evidence as a direct measure of student learning. Value to Marketing Educators Marketing educators can have greater confidence in using ICEs to encourage continued marketing analytics skills attainment.