IMPLEMENTATION OF GENERATIVE AI AS TOOL FOR MARKETING COMMUNICATION SEMINARS IN UNIVERSITIES
Generative AI is reshaping the education landscape, particularly in domains requiring innovation and creativity, such as marketing communication. This paper explores the integration of Generative AI into university-level marketing communication seminars, focusing on its potential as a tool for enhan...
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| Format: | Article |
| Language: | ces |
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Vydavatelství ZČU v Plzni
2024-12-01
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| Series: | Trendy v podnikání |
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| _version_ | 1825208847259664384 |
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| author | Radek Turčáni |
| author_facet | Radek Turčáni |
| author_sort | Radek Turčáni |
| collection | DOAJ |
| description | Generative AI is reshaping the education landscape, particularly in domains requiring innovation and creativity, such as marketing communication. This paper explores the integration of Generative AI into university-level marketing communication seminars, focusing on its potential as a tool for enhancing learning outcomes and preparing students for real-world challenges. The study evaluates the impact of Generative AI applications like ChatGPT and Gemini on the learning process through a case study approach, identifying benefits, challenges, and key recommendations for effective implementation. The findings suggest that incorporating Generative AI tools into educational frameworks fosters critical thinking and practical skills, essential for contemporary marketing professionals. |
| format | Article |
| id | doaj-art-423a515d77934ffa8c2a8cba04f6f02c |
| institution | Kabale University |
| issn | 2788-0079 |
| language | ces |
| publishDate | 2024-12-01 |
| publisher | Vydavatelství ZČU v Plzni |
| record_format | Article |
| series | Trendy v podnikání |
| spelling | doaj-art-423a515d77934ffa8c2a8cba04f6f02c2025-02-06T18:02:05ZcesVydavatelství ZČU v PlzniTrendy v podnikání2788-00792024-12-011427784https://doi.org/10.24132/jbt.2024.14.2.77_84IMPLEMENTATION OF GENERATIVE AI AS TOOL FOR MARKETING COMMUNICATION SEMINARS IN UNIVERSITIES Radek Turčánihttps://orcid.org/0009-0005-8161-0605Generative AI is reshaping the education landscape, particularly in domains requiring innovation and creativity, such as marketing communication. This paper explores the integration of Generative AI into university-level marketing communication seminars, focusing on its potential as a tool for enhancing learning outcomes and preparing students for real-world challenges. The study evaluates the impact of Generative AI applications like ChatGPT and Gemini on the learning process through a case study approach, identifying benefits, challenges, and key recommendations for effective implementation. The findings suggest that incorporating Generative AI tools into educational frameworks fosters critical thinking and practical skills, essential for contemporary marketing professionals. generative aimarketing communicationhigher educationseminar innovationai-driven learning |
| spellingShingle | Radek Turčáni IMPLEMENTATION OF GENERATIVE AI AS TOOL FOR MARKETING COMMUNICATION SEMINARS IN UNIVERSITIES Trendy v podnikání generative ai marketing communication higher education seminar innovation ai-driven learning |
| title | IMPLEMENTATION OF GENERATIVE AI AS TOOL FOR MARKETING COMMUNICATION SEMINARS IN UNIVERSITIES |
| title_full | IMPLEMENTATION OF GENERATIVE AI AS TOOL FOR MARKETING COMMUNICATION SEMINARS IN UNIVERSITIES |
| title_fullStr | IMPLEMENTATION OF GENERATIVE AI AS TOOL FOR MARKETING COMMUNICATION SEMINARS IN UNIVERSITIES |
| title_full_unstemmed | IMPLEMENTATION OF GENERATIVE AI AS TOOL FOR MARKETING COMMUNICATION SEMINARS IN UNIVERSITIES |
| title_short | IMPLEMENTATION OF GENERATIVE AI AS TOOL FOR MARKETING COMMUNICATION SEMINARS IN UNIVERSITIES |
| title_sort | implementation of generative ai as tool for marketing communication seminars in universities |
| topic | generative ai marketing communication higher education seminar innovation ai-driven learning |
| work_keys_str_mv | AT radekturcani implementationofgenerativeaiastoolformarketingcommunicationseminarsinuniversities |