Bitte verwenden Sie diesen Link, um diese Publikation zu zitieren, oder auf sie als Internetquelle zu verweisen: https://hdl.handle.net/10419/317784 
Erscheinungsjahr: 
2025
Schriftenreihe/Nr.: 
IU Discussion Papers - Marketing & Kommunikation No. 2 (April 2025)
Verlag: 
IU Internationale Hochschule, Erfurt
Zusammenfassung: 
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.
Schlagwörter: 
AI in Marketing
Marketing Education
Generative AI in Marketing
JEL: 
M3
Persistent Identifier der Erstveröffentlichung: 
Dokumentart: 
Working Paper

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