Integrating Geographic Information Systems (GIS) into the Marketing Curriculum

Abstract

Though 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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