Teaching Strategic Marketing Models with Web-Based Business Intelligence Tools: Innovative Guided Marketing Analysis

Abstract

The current business environment faced by many firms is increasingly characterized by nimble competitors competing in a dynamic, global marketplace. These firms are required to transition into a global economy wherein competitive advantage is based on intangible, knowledge-based resources. Such a competitive environment hasplaced a premium on knowl edge workers possessing technical and nontechnical competencies at obtaining, framing, integrating, using, and sharing knowledge. To succeed in this environment, the knowledge workers must possess three critical knowledge management competencies. First, they must be proficient in the use of leading edge business intelligence tools. Second, they must understand and apply proven marketing models and business concepts. Finally, they must be skilled in critical questioning techniques and demonstrate strategic thinking. In this study, students use leading edge decision support applications to mine a multidimensional data warehouse. Then, using generated chartsand tables, they apply proven marketing models to discover “gold nuggets” of insights.

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