The marketing field is undergoing dramatic shifts in the digital age. The increasing reliance on, collection, and use of data enabled by technological innovations requires teaching the responsible use of data for personalization, and marketing educators play a critical role. Students, universities, accrediting agencies, and employers demand curriculum that equips students with appropriate knowledge, skills, and abilities to make data-driven decisions. We explore the curricular advantages of a unique marketing course that applies a social science lens to frame the emerging issue of socially responsible data usage. This type of curriculum fulfills students’ needs for current and relevant courses; provides key knowledge, skills, and abilities for prospective employers; meets department curriculum and resource requirements, all while addressing existing and newer AACSB guidelines for “Technology Agility” with a focus on “evidence-based decision making that integrates current and emerging technologies, . . . [the] ethical use and dissemination of data, including privacy and security of data.”

中文翻译：

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消费者信息，以数据为依据进行决策：教授对社会负责的数据使用方法

在数字时代，营销领域正在发生巨大变化。技术创新对数据的依赖，收集和使用越来越多，这就要求对数据进行负责任的使用进行个性化培训，而市场教育工作者将发挥关键作用。学生，大学，认证机构和雇主都要求课程设置，使学生具备适当的知识，技能和能力，以做出以数据为依据的决策。我们探索了独特的市场营销课程的课程优势，该课程应用社会科学视角来构架对社会负责的数据使用这一新兴问题。这类课程可以满足学生对当前课程和相关课程的需求；为准雇主提供关键知识，技能和能力；符合部门的课程和资源要求，在解决现有和更新的AACSB关于“技术敏捷性”的指南的同时，重点是“结合了当前和新兴技术的基于证据的决策”。。。数据的道德使用和传播，包括数据的隐私和安全性。”