Marketing Education Renaissance Through Big Data Curriculum: Developing Marketing Expertise Using AI Large Language Models

Suresh Sood and Hugh Pattinson
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Suresh Sood: University of Technology Sydney, Sydney Australia
Hugh Pattinson: Western Sydney University, Sydney Australia

International Journal of Innovation and Economic Development, 2023, vol. 8, issue 6, 23-40

Abstract: Utilising big data sources and artificial intelligence (AI) tools with marketing activities and analysis contrast with questionnaires and small n observations, essentially creating a renaissance in marketing education. As a result, marketing education keeps pace with AI developments and ensures learners (or students) prepare for the demands of the modern marketing landscape 2025-30. The authors advocate a central focus on a big data-driven marketing curriculum for marketing education. Such a curriculum places AI and machine learning center stage to help understand, analyze and utilize large and complex marketing datasets for predictive marketing. In doing so, the potential exists for practitioners to link marketing strategy directly with marketing execution, allowing learners to use big data and AI for upstream strategy design and marketing plan development while downstream predicting the results of marketing campaigns, programs, and initiatives But necessary changes in pedagogy are creating adaptive learning experiences breaking free from traditional assessments In our model of learning educators enable the development of practical marketing expertise using the techniques and tools of micro-testing to nudge learners using Python data science notebooks. Overall, a renaissance in marketing education is made possible with a focus on a big data AI tools-driven curriculum. Such attention ensures learners prepare for the demands of the modern marketing landscape, moving well beyond marketing analytics using the AI technologies of Large Language Models, further expanding the use of big data Learners use role play, witnessing firsthand experiences fulfilling new hitherto emerging marketing roles By 2025, Educators fostering a big data AI-focused marketing education curriculum ensure the next generation of AI marketers will eagerly shape the future of marketing practice and behavior with new roles combining human work with AI.

Keywords: Artificial Intelligence; Big Data; Large Language Models; Marketing Education; Pedagogy; Prompt Engineering (search for similar items in EconPapers)
JEL-codes: M00 (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:mgs:ijoied:v:8:y:2023:i:6:p:23-40

DOI: 10.18775/ijied.1849-7551-7020.2015.86.2003

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