Please use this identifier to cite or link to this item: https://hdl.handle.net/10419/317784 
Year of Publication: 
2025
Series/Report no.: 
IU Discussion Papers - Marketing & Kommunikation No. 2 (April 2025)
Publisher: 
IU Internationale Hochschule, Erfurt
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.
Subjects: 
AI in Marketing
Marketing Education
Generative AI in Marketing
JEL: 
M3
Persistent Identifier of the first edition: 
Document Type: 
Working Paper

Files in This Item:
File
Size





Items in EconStor are protected by copyright, with all rights reserved, unless otherwise indicated.