Marketing Education Review · 2007 · 16 citations · 10 references
EducationCurriculumMarketingGeographic Information ScienceGeographic Information SystemsSpatial AnalysisGeographic Information Systems AnalysisGeography EducationGeographic Information System (Gis) AnalysisGeographic Information System (Gis) MappingGeographic Information Systems (Gis)Geographic Information Systems IntegrationHuman Resource Constraints
Spatial information is vital for many marketing decisions, yet GIS applications are poorly integrated into the curriculum due to financial, training, faculty, technical, and resource constraints. This paper presents a set of GIS modules designed as course‑specific instructional tools for use throughout the marketing curriculum. The modules provide hands‑on GIS analysis aligned with course content, allowing students to apply GIS skills directly within their marketing studies. Students who used the modules developed a solid portfolio of basic GIS skills and gained insight into broader applications of the technology.
AbstractThough spatial information is of vital importance in a wide variety of marketing decisions, geographic information systems (GIS) applications are not well integrated into the marketing curriculum. Such integration faces a serious array of financial, training, faculty, technical and resource constraints. The collection of GIS modules described in this paper is a set of course-specific instructional tools that are designed for use across the marketing curriculum. Each module enables students to engage in hands-on GIS analysis that is directly related to content in the relevant course. Over the course of their academic program, students using the modules build a solid portfolio of basic GIS skills as well as an understanding of more extensive applications of the technology.
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