TEACHING ARTIFICIAL INTELLIGENCE AND MACHINE LEARNING IN MARKETING. Issue 2 (3rd April 2021)

• Record Type: Journal Article
• Authors: Thontirawong, Pipat; Chinchanachokchai, Sydney
• Is Part Of: Marketing education review. Volume 31:Issue 2(2021)
• Page Start: 58
• Page End: 63
• Publication Date: 2021-04-03
• Subjects: Artificial intelligence -- machine learning -- teaching innovation -- data analytics -- big data -- customer churn; Marketing -- Study and teaching -- United States -- Periodicals; 658.8007
• DOI: 10.1080/10528008.2021.1871849
• Languages: English
• ISSNs: 1052-8008

Abstract

ABSTRACT: In the age of big data and analytics, it is important that students learn about artificial intelligence (AI) and machine learning (ML). Machine learning is a discipline that focuses on building a computer system that can improve itself using experience. ML models can be used to detect patterns from data and recommend strategic marketing actions. This paper shows how marketing educators can introduce AI and ML concepts in their marketing classes and incorporate a cloud-based platform (AzureML Studio) by teaching students to create ML models for customer churn prediction. The results showed that the assignment improved student's learning. The students also reported other positive outcomes as reflected in the perceived career preparation, traditional learning goals, use of time, and overall satisfaction.