The rapid adoption and evolution of generative artificial intelligence (AI) tools like ChatGPT and Gemini have impacted marketing education and practice. This paper introduces a prompt engineering assignment that utilizes generative AI to build critical thinking skills through the development of keyword research strategies, customer profiles, and…

The rate of transition to online instruction in higher education was accelerated by the new reality of the global pandemic, COVID-19. As a result, faculty must adapt by being more efficient to manage more students with less resources and even less personal contact for the foreseeable future. Efficiency can be gained by using group assignments and…

Employers of marketing graduates view good writing as a core marketing skill, but many marketing students are weak writers. The improvement of student writing should therefore be an important objective in a well-designed marketing curriculum. One-page papers combine the effective teaching of marketing concepts with writing instruction while…