Artificial Intelligence in Marketing Education: A Bibliometric and Thematic Analysis

Tóm tắt

This study investigates the role of Artificial Intelligence (AI) in marketing education through two integrated studies. Study 1 conducts a bibliometric analysis using Scopus and VOSviewer to map global research trends on AI in higher education, identifying key countries, collaboration networks, and emerging themes such as personalized learning and ethical concerns. Study 2 applies a qualitative approach to analyze the top 10 most-cited publications on AI in marketing education from SCOPUS, revealing how AI tools like ChatGPT are reshaping curricula and pedagogy. Together, the studies highlight both opportunities and challenges, emphasizing the need for strategic and ethical AI integration in academic contexts.