This study aims to examine how to integrate generative AI (GenAI) into marketing education. We used the transformation mechanism within boundary crossing theory to explore how marketing professional insights can be utilized to prepare students for industry demands in the GenAI era. We analyze industry content and GenAI courses alongside 26…

Students who have a comprehensive understanding of their potential career paths are better able to make informed decisions regarding their professional futures. Providing classroom activities and assignments designed for career exploration is important to help instructors facilitate student experiences for learning about career paths, supporting a…

Virtual reality (VR) learning is believed to increase focus, engagement, and emotional connection. To that end, we developed an immersive business case study in VR to teach essential business concepts. This paper outlines the process we followed to develop and launch the case in the hope that other institutions can use our process as a blueprint…

Integration of project management collaboration software has been suggested for group experiential project courses in advertising, public relations (PR), marketing, and strategic communications. But little research has been conducted on using these tools. This study sought to gauge student perceptions toward the use of project management…

Sophisticated technology advances are delivering new and powerful ways for marketers to collect and use consumer data. These data-driven marketing capabilities present a unique challenge for students, as they will soon be expected to manage consumer data and make business decisions based on ethical, legal, and fiscal considerations. This article…

Aim/Purpose: This study was aimed at enhancing students' learning of software engineering methods. A collaboration between the Computer Science, Business Management, and Product Design programs was formed to work on actual projects with real clients. This interdisciplinary form of collaboration simulates the realities of a diverse Software…

A project developed computer software based upon Interstate Distributive Education Curriculum Consortium (IDECC) competency-based materials to produce a new curriculum management system for Pennsylvania secondary marketing education programs. During the project, an advisory committee composed of secondary marketing teachers, business people, and…

As part of an effort to develop courses and programs that reflect California business and industry's current and future needs, two studies were performed by Solano Community College to examine statewide trends and issues related to office automation and marketing and management. In conducting the study of office automation, 5,000 surveys were…