Multipronged exploratory study: syllabi review of 11 marketing courses plus survey of 14 faculty and interviews

Design · All designs
Evidence · 3 claims (3 for) · 1 study (1 associational), q2 · 0 of 1 report an effect size · 3 claims rest on one study

Description

The article's empirical base is a multipronged exploratory analysis combining a review of marketing course syllabi, a survey of marketing educators, and follow-up qualitative interviews. The review "covered 11 distinct marketing courses taught by the marketing faculty at a large midwestern U.S. public university," followed by "a survey of 14 full-time faculty members" who teach these courses. It extracted learning objectives and topics from syllabi and mapped instructors' reported GAI use to course type and objectives.

Design Implications

Context

Requirements

• Course syllabi with stated learning objectives
• Instructor participation in the survey and follow-up discussions

Constraints

• The sample of courses and instructors was chosen as a convenience sample for providing preliminary validation of the framework and should be expanded in future research

Target Learners

• marketing faculty designing courses
• undergraduate and graduate marketing students

Learning Goals

• aligning GAI use with course learning objectives

Claims

• GAI is rated highly effective for supporting cognitive presence by 85.71% of surveyed marketing educators [+W]
• Most surveyed marketing educators use GAI as a tool, followed by teammate and tutor, and 64% incorporate AI in their courses [+W]
• Marketing educators perceive GAI as most useful as a teammate in higher-level courses but as a tutor or tool in lower-level courses [+W]

Related Designs

Examples

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Key Sources

• Narang, Unnati, Vishal Sachdev, and Ruichun Liu. (2025). When AI Wears Many Hats: The Role of Generative Artificial Intelligence in Marketing Education. Journal of Public Policy & Marketing. https://doi.org/10.1177/07439156251328237

Page metadata

Field	Value
type	design
id	gai-marketing-syllabi-review-faculty-survey
title	Multipronged exploratory study: syllabi review of 11 marketing courses plus survey of 14 faculty and interviews
description	The article's empirical base is a multipronged exploratory analysis combining a review of marketing course syllabi, a survey of marketing educators, and follow-up qualitative interviews.
status	review
generated	by process:settle-candidates on 2026-10-11
trust	unverified — no one has confirmed this page's content
sources	1 — narang-2025

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