Abstract
Artificial intelligence (AI) is poised to transform the way marketing activities are conducted and, as such, how educators prepare students for the ever-changing marketing landscape. As AI becomes increasingly integrated into marketing practices, it is crucial to examine its potential impact on marketing education. This research investigates the use of AI in a marketing Promotions Strategy course, a key component of marketing curriculum and one that poses challenges to students who struggle with creativity. Drawing on literature concerning creative anxiety, this research empirically examines how AI can shape students’ perceptions, experiences, and outcomes when faced with projects that demand creativity. The results of this study suggest that AI can serve as a valuable tool in assisting students to overcome the obstacles and challenges often stemming from a deficiency in creative expertise and proficiency in creative technologies.
Published Version
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