Integrating Artificial Intelligence and Data Analytics into Marketing Education: The Digital-Ready Marketing Education Framework for Developing Graduates in Emerging Economies
DOI:
https://doi.org/10.54878/v5kffb09Keywords:
Artificial intelligence, Data analytics, Digital skills, Emerging economies, Marketing educationAbstract
Artificial intelligence (AI) and data analytics are reshaping marketing practice, yet many universities in emerging economies have been slow to reflect these changes in their curricula. Limited digital infrastructure, inadequate faculty expertise, and concerns about the ethical use of AI continue to constrain curriculum reform. This study develops the DigitalReady Marketing Education Framework (DRMEF) to guide the integration of AI and data analytics into marketing education. Drawing on a conceptual theory-building approach, the study synthesizes literature on AI, marketing education, technology adoption, and digital competency development. The analysis shows that effective integration depends on four closely connected elements: digital infrastructure, curriculum redesign, faculty capability, and ethical AI governance. The framework highlights that preparing graduates for data-driven marketing requires more than technology adoption; it also demands institutional commitment and continuous curriculum development, offering a practical guide for higher education institutions in emerging economies.
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