Abstract
ABSTRACT This research explores the perspectives of business students and marketing educators and practitioners on integrating Artificial Intelligence (AI) into marketing education programs. It also investigates drivers that predict interest on the part of marketing students in taking AI courses. Data were collected through interviews with 20 marketing professionals and 15 marketing educators, and a survey was completed by 330 marketing students. Interviewees agreed that AI enhances students’ abilities, skills, and marketability. Personality factors, social factors, and self-efficacy drive marketing students’ interest in AI courses.
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