The Future of Marketing and Marketing Education

Abstract

Employers expect university graduates seeking entry-level marketing jobs to be well-versed in contemporary topics, such as sustainable development, digital marketing, big data, analytics, and the role of artificial intelligence (AI) in both traditional and contemporary marketing domains. Because many of today’s cutting-edge technological advances are deeply relevant to marketing, marketing educators must reconsider how they prepare marketing students to enter the technology-enabled world and workforce. The authors propose that marketing educators adapt their teaching of foundational marketing concepts to reflect the technology-augmented marketing era. Such reconsiderations span multiple arenas, including how classes are conducted, which topics are covered, how assignments are crafted, and how technology—and AI and generative artificial intelligence (gen AI) in particular—will transform future marketing roles. The authors also suggest ways educators can modify and reimagine existing marketing courses to prepare students for a successful entry into technology-enabled marketing jobs, as exemplified with some sample class assignments.