This research was conducted with the aim of finding out the influence of Brand Awareness,
Brand Loyalty, Brand Reputation on Purchase Decisions merchandise from the RRQ e …

The internet has changed marketing education and disrupted the traditional approach to
teaching marketing. Digital marketing as a field of study is a dynamic discipline that requires …

Data-driven marketing analytics courses are integral to modern business management
degrees in universities, yet many graduates focus solely on single, separated data analysis …

Marketing analytics has an impact on the role of every marketer in some way. However,
faculty members often face challenges when recruiting students for courses focused on …

The rapid evolution of digital marketing, characterized by the surge in digital channels and
data, has amplified the demand for graduates specialized in digital marketing analytics …

Artificial intelligence (AI) has revolutionized various aspects of teaching and learning in
higher education, with the potential to significantly enhance learning experiences …

“What 'is' marketing?” Perusal of the marketing literature reveals that “marketing” has been
defined and characterized in multiple, often inconsistent but typically ambiguous, ways that …

AI advancements in higher education have reshaped marketing education, posing
challenges for educators in integrating AI into curricula. This integration is essential for …

This book chapter delves into the dynamic intersection of interdisciplinary data analytics and
its transformative impact on influencer marketing strategies. In an era characterized by …

The emergence of generative AI (GenAI) has illustrated that higher education needs to adapt
to the technology. Its speed of evolution requires that we adequately prepare students for an …