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AI in marketing education: Capabilities required of marketers today

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  • Weege, Maria
  • Zweigle, Tanja

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.

Suggested Citation

  • Weege, Maria & Zweigle, Tanja, 2025. "AI in marketing education: Capabilities required of marketers today," IU Discussion Papers - Marketing & Communication 2 (April 2025), IU International University of Applied Sciences.
    • Handle: RePEc:zbw:iubhma:317784
    DOI: 10.56250/4049
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    References listed on IDEAS

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    More about this item

    Keywords

    AI in Marketing; Marketing Education; Generative AI in Marketing;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

    NEP fields

    This paper has been announced in the following NEP Reports:

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