Enhancing Analytical Skills for Digital Marketing: A Practical Model in Education
DOI:
https://doi.org/10.47747/icbem.v2i2.2616Abstract
The rise of digital transformation and increasing diversity in the global society have introduced new challenges for marketing education. This study aims to develop an integrative approach combining data analytics capabilities with awareness of diversity and social justice issues. Based on analyses of two key studies, we identify the essential need for technical, soft, and conceptual skills to support data-driven decision-making. Additionally, we find that experiential projects designed to enhance students' understanding of diversity significantly strengthen their ability to create inclusive marketing strategies. This research proposes a holistic learning model that integrates data analytics education and social justice into the marketing curriculum. The findings provide valuable insights for educators and policymakers to enhance students' readiness for navigating increasingly complex global markets.
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