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Transforming Marketing Education Of The Future: The Role Of Intelligent Agent Technologies (Iats) In Enhancing Student Learning, Ashutosh Dixit, Mayukh Dass, Glenna C. Pendleton, William J. Lundstrom
Transforming Marketing Education Of The Future: The Role Of Intelligent Agent Technologies (Iats) In Enhancing Student Learning, Ashutosh Dixit, Mayukh Dass, Glenna C. Pendleton, William J. Lundstrom
William Lundstrom
This conceptual paper introduces IATs and discusses how such intelligent and interactive applications can translate into better education environment for marketing curriculum, particularly marketing research. We present a conceptual model based on extant literature. We present some initial test of our conceptual model of IAT usage in marketing education in a marketing research class.