Abstract
The integration of artificial intelligence (AI) in higher education (HE) has expanded significantly in recent years. Colleges and other educational institutions are gradually adopting new technologies in teaching and learning. The development of technology and large model algorithms have greatly enhanced AI-generated content's capabilities, positioning AI as promising generative tools that add convenience and potential to education. While much research has focused on AI's role in disciplines like Engineering and Computer Science, its impact on Marketing Communications (Marcom) education remains under-explored. This review investigates how AI tools enhance Marcom education by simulating real-world marketing environments because Marcom is a career-oriented discipline. This review discusses AI in HE and its applications within the Marcom industry and then bridges the gap between HE and the industry by exploring Marcom education's current situation and future opportunities with AI assistants. The findings highlight the importance of equipping both educators and students with AI competencies. Educators can use AI to improve the teaching process, and they also play an essential role in monitoring students' AI usage to ensure their learning quality. From the students' aspects, mastering AI tools can help them be well-prepared for the evolving Marcom industry.
Published Version (
Free)
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a call