Abstract
This paper introduces a Constructivist–Experiential GenAI Integration Framework to embed Generative AI (GenAI) across undergraduate marketing curricula. Grounded in constructivist and experiential learning theories, the framework positions GenAI as a learning partner, through hands-on, reflective, and ethically informed learning. Discipline-specific vignettes illustrate how GenAI can enhance marketing courses through accessible and scalable activities that align with diverse class sizes, institutional resources, and delivery modes. By leveraging freely available GenAI platforms, the model promotes inclusivity while cultivating AI literacy, ethical reasoning, and strategic agility. The paper concludes with recommendations for empirical validation and cross-institutional collaboration to ensure that GenAI-driven marketing education remains innovative, responsive, and sustainable.
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Creative Commons License
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DOI
10.20429/jamt.2026.130003
Publication Date
4-2026
First Page
38
Last Page
61
Recommended Citation
Ghimire, A., & Yaoyuneyong, G. (2026). Integrating artificial intelligence into marketing education: A conceptual framework for curriculum enhancement. Journal of Applied Marketing Theory, 13(0), 38-61. DOI: 10.20429/jamt.2026.130003 Available at: https://digitalcommons.georgiasouthern.edu/jamt/vol13/iss0/3