RacerGISOnline: Enhancing Learning in Marketing Classes with Web-based Business GIS

Abstract

Geographic Information Systems (GIS) offer geospatial analytical tools with great potential for applications in marketing decision making. However, for various reasons, the rate of adoption of these tools in academic marketing programs has lagged behind that of marketing practitioners. RacerGISOnline is an innovative approach to integrating these tools into several courses in the marketing curriculum while avoiding the problems that have constrained adoption. This paper describes that system, its implementation, and evaluation at a regional comprehensive university, as well as its potential for implementation in other marketing departments.