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'A How-to-Guide for Bringing Artificial Intelligence into Life in Your Marketing Curriculum: A Blueprint for Student Learning and Success'

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Bibliographic Details
Title: 'A How-to-Guide for Bringing Artificial Intelligence into Life in Your Marketing Curriculum: A Blueprint for Student Learning and Success'
Language: English
Authors: Victor A. Barger, Pavan Rao Chennamaneni, Andrew J. Dahl, James W. Peltier
Source: Marketing Education Review. 2025 35(2):99-108.
Availability: Routledge. Available from: Taylor & Francis, Ltd. 530 Walnut Street Suite 850, Philadelphia, PA 19106. Tel: 800-354-1420; Tel: 215-625-8900; Fax: 215-207-0050; Web site: http://www.tandf.co.uk/journals
Peer Reviewed: Y
Page Count: 10
Publication Date: 2025
Document Type: Journal Articles
Reports - Evaluative
Education Level: Higher Education
Postsecondary Education
Descriptors: Business Education, Marketing, Artificial Intelligence, Teaching Methods, Computer Software, Experiential Learning, Education Work Relationship, Outcomes of Education, Technology Integration, Curriculum Design, Learner Engagement, Educational Change, Departments, Course Descriptions, Educational Policy, Internet, Online Systems, Salesmanship, Higher Education
DOI: 10.1080/10528008.2024.2430259
ISSN: 1052-8008
2153-9987
Abstract: The rapid rise of artificial intelligence (AI) presents both challenges and opportunities for marketing educators. This paper outlines a transformative process undertaken by our department to integrate AI across the marketing curriculum. We detail a strategic shift from initial resistance to acceptance, resulting in the successful integration of AI-focused content and experiential learning opportunities into our courses. Key innovations included curriculum redesign, AI-specific exercises, and activities aimed at enhancing AI literacy and prompt engineering skills. We further explore the impact of these changes on student engagement and learning outcomes, demonstrating how AI tools such as ChatGPT and xiQ can be effectively employed for teaching. Our findings reveal high levels of student satisfaction and AI self-reported knowledge gains, particularly in courses where AI was a central component. This paper provides a blueprint for other institutions seeking to embrace AI in their marketing programs, offering practical recommendations for overcoming resistance, fostering acceptance, and implementing AI-based pedagogies. By aligning education with industry needs, we aim to prepare students to thrive in an increasingly AI-driven marketing environment.
Abstractor: As Provided
Entry Date: 2025
Accession Number: EJ1474099
Database: ERIC
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Abstract:The rapid rise of artificial intelligence (AI) presents both challenges and opportunities for marketing educators. This paper outlines a transformative process undertaken by our department to integrate AI across the marketing curriculum. We detail a strategic shift from initial resistance to acceptance, resulting in the successful integration of AI-focused content and experiential learning opportunities into our courses. Key innovations included curriculum redesign, AI-specific exercises, and activities aimed at enhancing AI literacy and prompt engineering skills. We further explore the impact of these changes on student engagement and learning outcomes, demonstrating how AI tools such as ChatGPT and xiQ can be effectively employed for teaching. Our findings reveal high levels of student satisfaction and AI self-reported knowledge gains, particularly in courses where AI was a central component. This paper provides a blueprint for other institutions seeking to embrace AI in their marketing programs, offering practical recommendations for overcoming resistance, fostering acceptance, and implementing AI-based pedagogies. By aligning education with industry needs, we aim to prepare students to thrive in an increasingly AI-driven marketing environment.
ISSN:1052-8008
2153-9987
DOI:10.1080/10528008.2024.2430259