AI Literacy Framework for Marketing Education and Assessment Design.

Kurtzke, Simone

Abstract

This talk aims to collect feedback from marketing practitioners on an evidence-based AI Literacy Framework that shows how higher-order human and applied AI skills can be embedded in marketing curricula and through assessment. It sets out debates on AI Literacy Pedagogy (drawing on Bloom's Taxonomy) and details the results of an AI literacy intervention based on the AI Literacy Framework developed, which saw 94% of students on a postgraduate marketing module agree that their AI literacy had improved and 83% indicated increased confidence in AI use in marketing.

Citation

Kurtzke, S. (2024, June). AI Literacy Framework for Marketing Education and Assessment Design. Presented at Marketing Professional Advisory Group Meeting, Edinburgh Napier University, UK

• Presentation Conference Type: Presentation / Talk
• Conference Name: Marketing Professional Advisory Group Meeting
• Start Date: Jun 26, 2024
• Acceptance Date: Jun 26, 2024
• Publication Date: Jun 26, 2024
• Deposit Date: Jun 30, 2024
• Peer Reviewed: Peer Reviewed