ERIC Number: EJ1286458
Record Type: Journal
Publication Date: 2021
Pages: 12
Abstractor: As Provided
ISBN: N/A
ISSN: ISSN-1052-8008
EISSN: N/A
Artificial Intelligence in Marketing Education Programs
Elhajjar, Samer; Karam, Scarlett; Borna, Shaheen
Marketing Education Review, v31 n1 p2-13 2021
This research explores the perspectives of business students and marketing educators and practitioners on integrating Artificial Intelligence (AI) into marketing education programs. It also investigates drivers that predict interest on the part of marketing students in taking AI courses. Data were collected through interviews with 20 marketing professionals and 15 marketing educators, and a survey was completed by 330 marketing students. Interviewees agreed that AI enhances students' abilities, skills, and marketability. Personality factors, social factors, and self-efficacy drive marketing students' interest in AI courses.
Descriptors: Artificial Intelligence, Marketing, Business Administration Education, Technology Integration, Foreign Countries, Professional Occupations, Employer Attitudes, Student Attitudes, Student Interests, Personality Traits, Self Efficacy, College Faculty, Teacher Attitudes
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Publication Type: Journal Articles; Reports - Research
Education Level: Higher Education; Postsecondary Education
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Identifiers - Location: Lebanon; Greece; Turkey
Grant or Contract Numbers: N/A