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 underscores the importance of including analytics in developing marketing students’ skill sets and competencies. In response to the call for integration, five articles discuss analytics based on four pillars of the marketing curriculum: content, pedagogy, structure, and purpose.
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Mintu‐Wimsatt et al. (2018) studied this question.
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