Exploring a Problem-Based Learning Approach to Improve the Quantitative Skills of Marketing Undergraduates

## Purpose of the Study This paper describes the implementation of a semester-long rigorous drill exercise in an undergraduate Marketing Metrics class to better prepare the students in marketing math and metrics. ## Method/Design and Sample The drill assignment, implemented over eight semesters, used the website Management-by-the-numbers.com (MBTN). It consisted of a problem-based approach covering a large number of Marketing Metrics. In addition, the authors collected data on student performance during this time from a total of 902 students, about 80% of whom took the class face-to-face or F2F and 20% online or INET. ## Results These responses reveal that exercises like the MBTN assignment are a practical resource and learning opportunity for cultivating students' quantitative skills and analytical abilities. Marketing educators would benefit from such exercises to enhance students' experience and learning in their programs. ## Value to Marketing Educators This paper adds to existing pedagogical knowledge by exploring in detail one way to cultivate marketing students' quantitative analytical abilities. Businesses that hire marketing students increasingly expect them to be well-trained academically, including in good number skills. Therefore, developing these in undergraduate and graduate marketing students assumes greater importance for universities that offer these programs of study.