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|Title:||Artificial intelligence in marketing education programs||Authors:||Hajjar, Samer
|Issue Date:||2021||Part of:||Marketing Education Review||Volume:||31||Issue:||1||Start page:||2||End page:||13||Abstract:||
© 2020 Society for Marketing Advances. 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.
|URI:||https://scholarhub.balamand.edu.lb/handle/uob/4991||ISSN:||10528008||DOI:||10.1080/10528008.2020.1835492||Ezproxy URL:||Link to full text||Type:||Journal Article|
|Appears in Collections:||Department of Business Administration|
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checked on May 18, 2021
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