The Impact of Artificial Intelligence (AI) on Lecturers’ Teaching Practices in the Fundamentals of Marketing Subject

The rapid advancement of artificial intelligence (AI) has transformed teaching and learning practices in higher education. This study examines the impact of Artificial Intelligence (AI) on Lecturers’ Teaching Practices in the Fundamentals of Marketing Subject. Using a convenience sample of 23 lecturers, data were collected through an online questionnaire and analyzed using descriptive statistics. Findings indicate that lecturers generally perceive AI as highly useful, easy to use, and effective in improving teaching efficiency and student engagement. Most respondents expressed positive attitudes toward continued integration of AI into their teaching practices. The study contributes empirical insights into AI adoption in marketing education and offers recommendations for enhancing lecturers’ AI proficiency and classroom integration.

Artificial Intelligence; Marketing Education; Lecturer Perceptions; Technology Adoption; Teaching Performance

1. Zawacki-Richter, O., Marin, V. I., Bond, M., & Gouverneur, F. (2019). Systematic review of research on artificial intelligence applications in higher education. International Journal of Educational Technology in Higher Education, 16, 39. https://doi.org/10.1186/s41239-019-0171-0 [Google Scholar] [Crossref]

2. Kasneci, E., et al. (2023). ChatGPT for good? On opportunities and challenges of large language models for education. Learning and Individual Differences, 103, 102274. [Google Scholar] [Crossref]

3. https://doi.org/10.1016/j.lindif.2023.102274 [Google Scholar] [Crossref]

4. Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly, 13(3), 319–340. https://doi.org/10.2307/249008 [Google Scholar] [Crossref]

5. Chen, L., Chen, P., & Lin, Z. (2020). Artificial intelligence in education: A review. IEEE Access, 8, 75264–75278. https://doi.org/10.1109/ACCESS.2020.2988510 [Google Scholar] [Crossref]

6. Venkatesh, V., & Davis, F. D. (2000). A theoretical extension of the Technology Acceptance Model. Management Science, 46(2), 186–204. https://doi.org/10.1287/mnsc.46.2.186.11926 [Google Scholar] [Crossref]

7. Dwivedi, Y. K., et al. (2023). So what if ChatGPT wrote it? International Journal of Information Management, 71, 102642. https://doi.org/10.1016/j.ijinfomgt.2023.102642 [Google Scholar] [Crossref]

8. Holmes, W., Tuomi, I., & Pozzebon, M. (2022). Understanding AI in education: Practical possibilities and ethical challenges. Learning, Media and Technology, 47(1), 1–14. https://doi.org/10.1080/17439884.2022.2037405 [Google Scholar] [Crossref]

9. Ouyang, F., & Jiao, P. (2021). Artificial intelligence in education: The three paradigms. Computers and Education: Artificial Intelligence, 2, 100020. https://doi.org/10.1016/j.caeai.2021.100020 [Google Scholar] [Crossref]

10. Mayer, R. E. (2020). Multimedia learning (3rd ed.). Cambridge University Press. https://doi.org/10.1017/9781316941355 [Google Scholar] [Crossref]

11. Zhai, X., et al. (2021). A review of artificial intelligence (AI) in education from 2010 to 2020. Complexity, Article ID 8812542. https://doi.org/10.1155/2021/8812542 [Google Scholar] [Crossref]

12. Venkatesh, V., Morris, M. G., Davis, G. B., & Davis, F. D. (2003). User acceptance of information technology: Toward a unified view. MIS Quarterly, 27(3), 425–478. https://doi.org/10.2307/30036540 [Google Scholar] [Crossref]

13. Teo, T. (2011). Factors influencing teachers’ intention to use technology: Model development and test. Computers & Education, 57(4), 2432–2440. https://doi.org/10.1016/j.compedu.2011.06.008 [Google Scholar] [Crossref]

14. Luckin, R., Holmes, W., Griffiths, M., & Forcier, L. B. (2016). Intelligence unleashed: An argument for AI in education. Pearson. [Google Scholar] [Crossref]

• A Study on Utilisation on Vidiyal Payanam with Special Reference to Udumalpet
• Influence of Sales Promotional Strategies on Water Purifier Purchase: A Study
• Voluptatem exercitat
• Beatae voluptatum eanfjnjfnjnj
• Analysis of Marketing Strategies in Newbridge College During Covid-19 Pandemic