This study aims to examine how to integrate generative AI (GenAI) into marketing education. We used the transformation mechanism within boundary crossing theory to explore how marketing professional insights can be utilized to prepare students for industry demands in the GenAI era. We analyze indust…
Although past research has spent considerable effort identifying competencies and academic activities that are associated with workplace readiness, the literature is largely silent regarding what might best serve as evidence to employers that a graduate possesses specific marketing competencies. In …
