Implementation of Generative AI as Tool for Marketing Communication seminars in Universities

dc.contributor.authorTurčáni, Radek
dc.date.accessioned2025-01-29T12:43:57Z
dc.date.available2025-01-29T12:43:57Z
dc.date.issued2024
dc.description.abstract-translatedGenerative 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.en
dc.description.sponsorshipThis study was conducted as a part of the International Visegrad Fund no 22410207: Innovation of the education process towards implementing AI tools.en
dc.format8 s.cs
dc.format.mimetypeapplication/pdf
dc.identifier.doihttps://doi.org/10.24132/jbt.2024.14.2.77_84
dc.identifier.issn2788-0079
dc.identifier.urihttp://hdl.handle.net/11025/58141
dc.language.isoenen
dc.publisherZápadočeská univerzita v Plznics
dc.rights© Západočeská univerzita v Plznics
dc.rights.accessopenAccessen
dc.subjectgenerativní AIcs
dc.subjectmarketingová komunikacecs
dc.subjectvysokoškolské vzdělánícs
dc.subjectinovace seminářecs
dc.subjectučení řízené umělou inteligencícs
dc.subject.translatedgenerative AIen
dc.subject.translatedmarketing communicationen
dc.subject.translatedhigher educationen
dc.subject.translatedseminar innovationen
dc.subject.translatedAI-driven learningen
dc.titleImplementation of Generative AI as Tool for Marketing Communication seminars in Universitiesen
dc.typečlánekcs
dc.typearticleen
dc.type.statusPeer-revieweden
dc.type.versionpublishedVersionen
local.files.count1*
local.files.size227145*
local.has.filesyes*

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