Integrating AI-driven marketing analytics techniques into the classroom: pedagogical strategies for enhancing student engagement and future business success

Research output: Contribution to journalArticlepeer-review

Abstract

This paper outlines a practical pedagogical framework for integrating AI-driven analytics into marketing education, tailored to equip students for the fast-evolving industry. Central to this approach is an iterative model that adapts teaching strategies to keep pace with technological advancements and industry demands. The framework emphasizes practical application, steering curriculum development towards the inclusion of AI tools like machine learning and predictive analytics, and crafting experiential learning opportunities. A focused examination of current teaching methods reveals gaps and introduces actionable solutions for fostering analytical skills essential for the AI-enhanced marketing landscape. The model not only advocates for a balance between theory and practice but also addresses challenges such as resource accessibility and the necessity of ethical considerations in AI education. By promoting interdisciplinary collaboration and continual curriculum refreshment, the paper positions the model as an essential blueprint for nurturing future marketing professionals capable of leveraging AI analytics for strategic decision-making. The conclusion calls for academia-industry partnerships to further enrich marketing education and underscores the importance of this framework in preparing students for successful careers in AI-driven marketing.
Original languageEnglish
Pages (from-to)1-27
Number of pages27
JournalJournal of Marketing Analytics
DOIs
Publication statusPublished - 27 Jan 2024

Keywords

  • AI-driven marketing analytics
  • Classroom activities
  • Curriculum integration
  • Industry-academia collaboration
  • Marketing education
  • Pedagogical strategies

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