A Constructivist Approach to Integrating AI in Marketing Education: Bridging Theory and Practice

Abstract

AI advancements in higher education have reshaped marketing education, posing challenges for educators in integrating AI into curricula. This integration is essential for aligning with industry advancements and fostering responsible AI utilization among students. The purpose of this study is to provide insights into how marketing educators can incorporate AI into their curriculum practices. Central to our inquiry is the application of constructivist learning principles in leveraging AI to foster a dynamic, engaging, and deeply impactful educational environment. This approach advocates for active student engagement and the development of learning through direct interaction with AI technologies, bridging the gap between theoretical knowledge and practical application. Employing a dual-strategy methodology, this research provides a case study on an undergraduate digital marketing course to highlight practical considerations for responsible and purposeful integration in the classroom. These insights inform practical implications for marketing educators and guide future research directions.