دورية أكاديمية
Generative AI and Marketing Education: What the Future Holds
| العنوان: | Generative AI and Marketing Education: What the Future Holds |
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| اللغة: | English |
| المؤلفون: | Abhijit Guha, Dhruv Grewal (ORCID |
| المصدر: | Journal of Marketing Education. 2024 46(1):6-17. |
| الإتاحة: | SAGE Publications. 2455 Teller Road, Thousand Oaks, CA 91320. Tel: 800-818-7243; Tel: 805-499-9774; Fax: 800-583-2665; e-mail: journals@sagepub.com; Web site: https://sagepub.com |
| Peer Reviewed: | Y |
| Page Count: | 12 |
| تاريخ النشر: | 2024 |
| نوع الوثيقة: | Journal Articles Reports - Research |
| Education Level: | Higher Education Postsecondary Education |
| Descriptors: | Artificial Intelligence, Technology Uses in Education, Technology Integration, Business Administration Education, Marketing, Educational Change, Change Strategies, Teaching Methods, Man Machine Systems, Natural Language Processing, Risk Management |
| DOI: | 10.1177/02734753231215436 |
| تدمد: | 0273-4753 1552-6550 |
| مستخلص: | To understand why and how marketing educators can best use generative artificial intelligence (AI), such as ChatGPT, this article integrates a literature survey, interviews with both marketing educators and managers, and surveys of both marketing educators and students. In leveraging these inputs, the authors argue that generative AI can significantly shape and improve the future of marketing education. Specifically, by including ChatGPT in their lessons, marketing educators can both materially enhance learning experiences and better prepare students for future jobs with marketing firms that rely on ChatGPT in practice. Noting that ChatGPT has downsides, this research identifies several steps educators should take to minimize the risks. Finally, the authors propose an agenda for continued research into how marketing educators can and should use ChatGPT, with the explicit recognition that ChatGPT is evolving rapidly, so that, the research agenda will need to adapt as well. |
| Abstractor: | As Provided |
| Entry Date: | 2024 |
| رقم الأكسشن: | EJ1415675 |
| قاعدة البيانات: | ERIC |
Full Text Finder | تدمد: | 0273-4753 1552-6550 |
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| DOI: | 10.1177/02734753231215436 |