Integrating Generative AI in Marketing Higher Education: An Educational Intervention

Luisa Fernanda Manrique Molina

Integrating Generative AI in Marketing Higher Education: An Educational Intervention

Luisa Fernanda Manrique Molina

Producción: Contribución a una conferencia › Paper › revisión exhaustiva

Resumen

La ponencia explora el impacto y los desafíos éticos asociados con el uso de inteligencia artificial generativa (IA) en la educación superior en negocios y marketing. La presentación aborda cómo las instituciones educativas pueden integrar herramientas de IA generativa como ChatGPT de manera ética y efectiva para enriquecer la experiencia de aprendizaje de los estudiantes.
El trabajo analiza dos enfoques pedagógicos derivados de la teoría del desarrollo moral de Kohlberg: estrategias autónomas y heterónomas, implementadas en un diseño experimental con estudiantes de administración de empresas.

Idioma original	Inglés
Estado	Publicada - 05 dic. 2023
Evento	International Conference on Advancing Sustainable Futures ICASF 2023 - Dubai, Emiratos Árabes Unidos Duración: 05 dic. 2023 → 06 dic. 2023 https://icasf.info/

Conferencia

Conferencia	International Conference on Advancing Sustainable Futures ICASF 2023
País/Territorio	Emiratos Árabes Unidos
Ciudad	Dubai
Período	05/12/23 → 06/12/23
Dirección de internet	https://icasf.info/

ODS de las Naciones Unidas

Este resultado contribuye a los siguientes Objetivos de Desarrollo Sostenible

ODS 4: Educación de calidad
ODS 8: Trabajo decente y crecimiento económico

Navigating the ethical landscape: Exploring heteronomous and autonomous strategies in integrating generative AI tools in management education
Título traducido de la contribución: Navegando por el panorama ético: explorando estrategias heterónomas y autónomas para integrar herramientas de IA generativa en la educación en administración Molina, L. F. M., Ramirez, C. A. & Durán, W. F., 12 sep. 2025, En: Journal of International Education in Business.
Producción: Contribución a una revista › Artículo › revisión exhaustiva
1 Cita (Scopus)

Integrating Generative AI in Marketing Higher Education: An Educational Intervention
Manrique Molina, L. F. (Orador)
05 dic. 2023 → 06 dic. 2023
Actividad: Conferencia o presentación › Presentación oral

Citar esto

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abstract = "The study, presented at ICASF 2023, explores the integration of generative AI in marketing education, highlighting both its potential to enhance learning experiences and its ethical challenges, such as academic dishonesty. Using Kohlberg's moral development theory, the research evaluated business students' ethical decision-making through an experimental design with control and treatment groups. Results showed that while generative AI supports strategic thinking and real-world simulations, its misuse poses risks. The study found no significant differences between groups but noted higher moral development correlates with better writing quality. The findings emphasize the need for balanced approaches that combine technical training in AI with ethical education to prepare responsible marketing professionals.",

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AB - The study, presented at ICASF 2023, explores the integration of generative AI in marketing education, highlighting both its potential to enhance learning experiences and its ethical challenges, such as academic dishonesty. Using Kohlberg's moral development theory, the research evaluated business students' ethical decision-making through an experimental design with control and treatment groups. Results showed that while generative AI supports strategic thinking and real-world simulations, its misuse poses risks. The study found no significant differences between groups but noted higher moral development correlates with better writing quality. The findings emphasize the need for balanced approaches that combine technical training in AI with ethical education to prepare responsible marketing professionals.

M3 - Paper

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Integrating Generative AI in Marketing Higher Education: An Educational Intervention

Resumen

Conferencia

ODS de las Naciones Unidas

Huella

Producción científica

Navigating the ethical landscape: Exploring heteronomous and autonomous strategies in integrating generative AI tools in management education

Actividades

Integrating Generative AI in Marketing Higher Education: An Educational Intervention

Citar esto