Marketing Education Review

Teaching Innovations 2027: Marketing Strategy Education in the Age of Artificial Intelligence

Marketing strategy has long served as the Final course within many undergraduate and graduate marketing programs. Unlike courses that focus on a single area of marketing, marketing strategy requires students to integrate concepts from consumer behavior, marketing research, branding, digital marketing, analytics, international marketing, and other marketing disciplines to develop comprehensive marketing strategies. To be successful, students must analyze complex business problems, evaluate strategic alternatives, and make decisions in situations where information is often incomplete and there is rarely a single correct answer.

The rapid adoption of artificial intelligence is changing how each of these activities is performed in industry. Marketers increasingly rely on AI to gather and analyze information, identify market opportunities, evaluate competitors, generate strategic alternatives, and develop marketing plans. As AI becomes more deeply integrated into strategic marketing practice, marketing educators must reconsider not only how marketing strategy is taught, but also how students are prepared for careers in which strategic decision making will increasingly involve collaboration between human judgment and artificial intelligence.

Although recent research has examined the integration of AI into marketing education, considerably less attention has been given to its implications for marketing strategy education specifically. This gap is important because the marketing strategy course is where students are expected to synthesize knowledge gained throughout the curriculum and apply it to real-world decision making. AI has the potential to fundamentally change how students gather information, develop strategic recommendations, and solve complex marketing problems. At the same time, effective marketing strategy continues to require critical thinking, creativity, ethical reasoning, and managerial judgment, competencies that cannot simply be delegated to AI.

We invite conceptual, empirical, pedagogical, and practitioner-oriented submissions that advance our understanding of how artificial intelligence is shaping marketing strategy education. Manuscripts may include empirical research, conceptual articles, case studies, pedagogical innovations, and best practices that examine the opportunities, challenges, and future directions of integrating AI into marketing strategy courses. We encourage submissions that examine how AI is changing the design, delivery, assessment, and outcomes of marketing strategy courses. We also encourage research that identifies best practices for integrating AI into marketing strategy education while continuing to develop the strategic thinking and decision-making skills that have long defined successful marketing professionals.

Potential topics include, but are not limited to:

Marketing Strategy Curriculum

• Redesigning the marketing strategy course for the age of AI
  • Integrating AI throughout the strategic marketing planning process
  • Teaching AI literacy within marketing strategy courses
  • The evolving role of marketing strategy within the marketing curriculum
  • Preparing students for AI-enabled marketing careers
  • Balancing traditional marketing concepts with emerging AI technologies

Strategic Decision Making

• Teaching strategic thinking in AI-enhanced learning environments
  • AI-assisted environmental scanning and situation analysis
  • AI applications for SWOT analysis
  • AI-assisted market segmentation, targeting, and positioning
  • Competitive analysis using AI
  • AI-supported strategic forecasting
  • Teaching students when to rely on AI and when managerial judgment should prevail
  • Human creativity and intuition in AI-supported strategy development

Experiential Learning

• AI-enhanced consulting projects
  • Client-based learning using AI
  • AI-generated marketing simulations
  • AI-supported business competitions
  • AI throughout the development of marketing plans
  • AI-assisted strategic decision-making exercises
  • Experiential learning that combines human judgment with AI capabilities

Assessment and Student Learning

• Assessing strategic thinking in AI-supported classrooms
  • Authentic assessments in marketing strategy education
  • Oral defenses of AI-assisted marketing plans
  • Measuring creativity and higher-order thinking in AI-enhanced environments
  • Student perceptions of AI in marketing strategy courses
  • AI's influence on strategic reasoning and decision quality
  • Academic integrity within AI-supported strategy courses

Faculty Perspectives

• Faculty adoption of AI within marketing strategy instruction
  • Best practices for integrating AI into capstone marketing courses
  • Faculty perceptions of AI's impact on student learning
  • Challenges associated with teaching marketing strategy in AI-rich environments

The Future of Marketing Strategy Education

• The future role of the marketing strategy course
  • Skills and competencies required of future marketing strategists
  • Employer expectations for graduates entering AI-enabled organizations
  • The relationship between AI, strategic thinking, and managerial decision making
  • Human-centered competencies that remain essential despite advances in AI
  • Emerging research directions related to marketing strategy education and AI

Submission Information

Marketing Education Review welcomes conceptual, empirical, qualitative, quantitative, mixed-method, and pedagogical submissions that make meaningful contributions to marketing strategy education. All manuscripts should follow the journal's submission guidelines and will undergo a double-blind peer review process.