Teaching Marketing Science

This chapter begins with a description of a simple exercise to generate data that can be manipulated with basic maths to create a body of evidence from which lessons can be drawn. The exercise is the first step in helping students on a journey to not only discover patterns of human behavior, but also to develop an understanding of how to approach the study of marketing evidence. Along the way, the accumulation of knowledge leads to a deeper understanding of the implications of underlying behaviors to establish what marketing interventions can and cannot do. The data from the exercise is analyzed in different ways as the chapter progresses, and key lessons are laid out step by step. This sequence of data, evidence, analysis, pattern, and explanation is an inducto-deductive approach to helping students develop a marketing science mindset. It is designed so that they can begin to develop an understanding of how to go about solving marketing problems and come to reasonable, evidence-based s strategies in response. Marketing science here is meant to be applied, not abstract, and to be useful for students in their business careers.