| By: |
Weege, Maria;
Zweigle, Tanja |
| Abstract: |
This research explores the transformative impact of Artificial Intelligence
(AI) on marketing education. The study emphasizes the necessity for marketing
students to acquire skills that enable them to effectively utilize AI
throughout the marketing management process. By synthesizing insights from
theoretical models and empirical research, the paper identifies key
competencies required for future marketers, including analytical,
technological, and strategic efficiency capabilities. The authors argue that
integrating AI into marketing education is essential for preparing students to
navigate the rapidly evolving landscape of digital marketing. The paper
concludes with recommendations for educators on how to incorporate AI tools
and concepts into their curricula to enhance students' readiness for AIdriven
marketing roles. |
| Keywords: |
AI in Marketing, Marketing Education, Generative AI in Marketing |
| JEL: |
M3 |
| Date: |
2025 |
| URL: |
https://d.repec.org/n?u=RePEc:zbw:iubhma:317784 |