Browsing by Author "Zweigle, Tanja"

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    AI in Marketing Education: Capabilities required of Marketers today
    (IU International University of Applied Sciences, 2025-04-14) Weege, Maria; Zweigle, Tanja
    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 AI-driven marketing roles.