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The rapid rise of artificial intelligence (AI) presents both challenges and opportunities for marketing educators. This paper outlines a transformative process undertaken by our department to integrate AI across the marketing curriculum. We detail a strategic shift from initial resistance to acceptance, resulting in the successful integration of AI-focused content and experiential learning opportunities into our courses. Key innovations included curriculum redesign, AI-specific exercises, and activities aimed at enhancing AI literacy and prompt engineering skills. We further explore the impact of these changes on student engagement and learning outcomes, demonstrating how AI tools such as ChatGPT and xiQ can be effectively employed for teaching. Our findings reveal high levels of student satisfaction and AI self-reported knowledge gains, particularly in courses where AI was a central component. This paper provides a blueprint for other institutions seeking to embrace AI in their marketing programs, offering practical recommendations for overcoming resistance, fostering acceptance, and implementing AI-based pedagogies. By aligning education with industry needs, we aim to prepare students to thrive in an increasingly AI-driven marketing environment.
Barger et al. (Mon,) studied this question.