Abstract
As organizations become increasingly dependent on marketing analytics, universities are adapting their curricula to equip students with skills necessary to operate in data-rich environments. We describe six competencies that students need to become proficient with analytics: (1) assessing data quality, (2) understanding measurement, (3) managing datasets, (4) analyzing data, (5) interpreting results, and (6) communicating results. We discuss what these competencies entail, challenges students may face in developing them, and effective practices for instructors to foster the competencies. We provide data that support the value of teaching analytics with a focus on developing these competencies.
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