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Article
Transforming Marketing Education of the Future: The Role of Intelligent Agent Technologies (IATs) in Enhancing Student Learning
Atlantic Marketing Journal
  • Ashutosh Dixit, Cleveland State University
  • Mayukh Dass, Texas Tech University
  • Glenna C Pendleton, Northern Michigan University
  • William J Lundstrom, Cleveland State University
Disciplines
Abstract
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.
Citation Information
Ashutosh Dixit, Mayukh Dass, Glenna C Pendleton and William J Lundstrom. "Transforming Marketing Education of the Future: The Role of Intelligent Agent Technologies (IATs) in Enhancing Student Learning"
Available at: http://works.bepress.com/ashutosh_dixit/6/