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Introducing Marketing Students to Business Intelligence Using Project-Based Learning on the World Wide Web

Department of Management, Marketing, and Administrative Communication, Eastern Kentucky University

Ethical, legal business intelligence activities have been practiced for years by domestic and international companies and organizations. Marketing professionals frequently are involved in collecting information, analyzing it, and transforming it into actionable intelligence that can be used in decision making and problem solving. Undergraduate students may be prone to confuse such activities with illegal, unethical economic espionage. Project-based learning activities on the Internet’s World Wide Web can be used to emphasize the importance of intelligence to marketing decisions, introduce students to intelligence processes and content issues, and differentiate legitimate activities from those that are not.

Journal of Marketing Education, Vol. 22, No. 2, 90-98 (2000)
DOI: 10.1177/0273475300222003


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