AI in marketing education: Capabilities required of marketers today

Maria Weege and Tanja Zweigle

IU Discussion Papers - Marketing & Communication from IU International University of Applied Sciences

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.

Keywords: AI in Marketing; Marketing Education; Generative AI in Marketing (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2025
New Economics Papers: this item is included in nep-mkt
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Persistent link: https://EconPapers.repec.org/RePEc:zbw:iubhma:317784

DOI: 10.56250/4049

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