When AI Wears Many Hats: The Role of Generative Artificial Intelligence in Marketing Education

59 Pages Posted: 23 Nov 2024

See all articles by Vishal Sachdev

Vishal Sachdev

University of Illinois at Urbana-Champaign - College of Business

Unnati Narang

University of Illinois at Urbana-Champaign

Ruichun Liu

University of Illinois at Urbana-Champaign

Date Written: October 06, 2024

Abstract

Generative Artificial Intelligence (GenAI) is transforming marketing education and the nature of marketing jobs. A few emerging papers have documented the use of GenAI by marketing educators in their course design and delivery, highlighting its promise and perils. We build on this nascent literature and propose a broader framework for the role of GenAI in marketing education by integrating multiple theoretical perspectives. Specifically, we draw on Role Theory and the Community of Inquiry model, widely recognized in education research, to propose that GenAI can assume the role of a marketing tutor, teammate, or tool and in turn, amplify or diminish teaching, social, and cognitive presence in marketing courses depending on the learning objective and marketing topic. By influencing the educational experience, GenAI can impact students' learning outcomes and work readiness in terms of their acquired competencies in marketing courses. Our research has practical implications for marketing educators, policymakers, and those working at the intersection of marketing, AI, and education policy.

Keywords: Generative AI, education, marketing, public policy, learning

Suggested Citation

Sachdev, Vishal and Narang, Unnati and Liu, Ruichun, When AI Wears Many Hats: The Role of Generative Artificial Intelligence in Marketing Education (October 06, 2024). Available at SSRN: https://ssrn.com/abstract=4977421 or http://dx.doi.org/10.2139/ssrn.4977421

Vishal Sachdev

University of Illinois at Urbana-Champaign - College of Business ( email )

Champaign, IL 61820
United States

Unnati Narang (Contact Author)

University of Illinois at Urbana-Champaign ( email )

601 E John St
Champaign, IL Champaign 61820
United States
N/A (Fax)

HOME PAGE: http://unnatinarang.com

Ruichun Liu

University of Illinois at Urbana-Champaign ( email )

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