AI Applications for Digital Marketing Education: Pedagogy, Skills Development, and Future Directions - Couverture rigide

Couverture rigide

ISBN 13 : 9798337398938

Editeur : Igi Global Scientific Publishing, 2026

Synopsis

Artificial intelligence has moved quickly into digital marketing, embedding itself in content creation, ad optimization, analytics, and customer relationship management. Marketing education hasn't kept the same pace. While a growing body of research has examined how AI performs in marketing practice, far less attention has gone to the harder question of how these same technologies should actually be taught. That gap matters. Treating AI as just another software tool to demonstrate in class misses what's really at stake: a genuine rethinking of how marketing competencies get built, assessed, and developed in students preparing to enter a field that looks nothing like it did a few years ago. AI Applications for Digital Marketing Education: Pedagogy, Skills Development, and Future Directions provides a comprehensive and pedagogically grounded examination of artificial intelligence applications in digital marketing education, positioning AI as a catalyst for innovation in curriculum design and teaching practice. This book systematizes current knowledge on how AI technologies are being incorporated into digital marketing curricula, while advancing theoretical and empirical research on AI-supported pedagogical models. Covering topics such as data literacy, online internships, and teacher professional development, this book is a fundamental academic resource for graduate and doctoral students, marketing educators, curriculum designers, higher education administrators, digital marketing professionals, policymakers, and more.

A propos du livre

À propos de l'auteur

Ana Estima has received her Ph.D. in Marketing and Strategy from the University of Aveiro, Portugal. She is an Adjunct Professor at the Superior Institute of Accounting and Management - University of Aveiro, teaching undergraduate and postgraduate courses of marketing principles, integrated marketing communications and other marketing themes. She is a member of the research unit on Governance, Competitiveness and Public Policies (GOVCOPP). Research interests: Marketing education, marketing practice, consumer behavior and services marketing.

Détails de l'édition

• Éditeur: Igi Global Scientific Publishing
• Date d'édition: 2026
• Langue: anglais
• ISBN 13: 9798337398938
• Reliure: Hardcover
• Nombre de pages: 315
• Éditeur: Pinhal Rúben, Estima Ana, Carvalho Ana Carolina
• Coordonnées du fabricant: non disponible
• Personne responsable: non disponible