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The course that we developed seeks to directly address three important skills often not well explicitly addressed in traditional marketing curricula, including the ability to (1) think critically in a formal sense , (2) manage increasingly complex business phenomena using "big" data, and (3) summarize the ever-growing body of knowledge related to marketing practices in terms of both theoretical knowledge as well as rapidly evolving data management techniques. A decision was made to develop a case to help organize the necessary pieces to accomplish these ambitious goals, including introduction to emerging marketing theory such as Service Dominant Logic (SDL), formally articulating critical thinking in practice, reviewing the emergence of Customer Engagement as a focus of retail marketing, and demonstrating in a hands-on fashion how software solutions such as IBM’s Websphere and Digital Analytics suites are emerging as important tools in consumer retail marketing practices.