Marketing Education SIG

Marketing Education SIG

Chahna Gonsalves

SIG Chair

Chahna Gonsalves, King’s College Business School

Lucy Gill-Simmen

SIG Deputy Chair

Lucy Gill-Simmen, Royal Holloway, University of London

White Paper – Marketing Education in the Age of Generative AI

Marketing Education in the Age of Generative AI: Preparing Graduates for Human–AI Collaboration

A White Paper for Marketing Educators, Programme Leaders, and Professional Bodies

About this White Paper
This white paper was developed by the Academy of Marketing Marketing Education Special Interest Group to provide strategic guidance for educators navigating the integration of Generative AI in marketing curricula. It reflects survey findings, expert contributions, and collaborative review from members of the AM Marketing Education SIG.

AM Marketing Education SIG GenAI White PaperDownload

Reference
Gonsalves, C., Clancy, M., Khusainova, R., Lee, H.-H., Marshall, K., Percy, S., Quamina, L., Vuković, S., Canhoto, A. I., & Baines, P. (2026). Marketing education in the age of generative AI: Preparing graduates for human–AI collaboration. Academy of Marketing Marketing Education SIG, Academy of Marketing. https://doi.org/10.18742/pub01-237

This work is openly licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.

Events: Generative AI in Marketing Education

Designing for Judgement in the Age of GenAI

Wednesday 18 February 2026, 12:00–13:00
Microsoft Teams
This discussion explores how generative AI is reshaping curriculum design, assessment, and employability in marketing education by shifting where judgement, interpretation, and responsibility sit. The session focuses on applying ideas from the Marketing Education SIG white paper to real educational design decisions.
Registration: https://forms.office.com/e/859M0avja0

Tensions, Trade-Offs and Open Questions in Marketing Education

Monday 23 February 2026, 12:00–13:00
Microsoft Teams
This session focuses on unresolved questions and tensions raised by the Marketing Education SIG white paper, including areas where evidence, professional judgement, and institutional constraints do not neatly align. The aim is shared reflection rather than consensus.
Registration: https://forms.office.com/e/yJQBaChWG0

Introducing the 2025–26 Strand Leads

We’re excited to announce the newly appointed Strand Leads for the 2025–26 academic year! This year, we’ve welcomed a dynamic group of educators and researchers who will lead activity across five future-focused strands:

  1. Responsible Futures – Yasmin Kulasi, Dr Barbara Tomasella, Dr Rebecca Beech, Cristina Iodice
  2. AI, Innovation & Emerging Technologies – Charlene Gallery, Dr Conrad Coelho, Dr Elnerine Greeff, Kamilla Miller
  3. Inclusive, Engaged & Creative Pedagogies – Dr Joanna Pokorska-Zare, Dr Amelie Burgess, Dr Kristen Marshall
  4. Scholarship & Research for Impact – Dr Xuan Huy Nguyen, Professor Jessica Lichy
  5. Ethics, Impact & Responsibility – Dr Bilal Akbar

Each strand team will design and deliver an event or initiative during the coming year. We’re looking forward to a diverse and engaging programme of activities.

Aims

The aim of this SIG is to promote and share good practice in marketing education. Our objectives are:

  • to provide opportunities for marketing educators to discuss and advance good practice;
  • to encourage the exchange and dissemination of current developments in the area;
  • to support researcher in the pedagogical development of marketing education;
  • to support the development of marketing education networks and collaboration between individuals / institutions in the UK and globally;
  • to promote the publication of marketing pedagogy research papers;
  • to promote dialogue between practitioners and marketing educators;
  • to contribute to the marketing education track at the annual conference of the AM.
  • to organise seminars / workshops on particular aspects of marketing education.

Your Involvement

Members of the Academy of Marketing and non-member individuals are invited and welcome to participate in SIG activities. If you would like to join this SIG, please join our Linkedin group: Academy of Marketing – SIG Marketing Education.

You can also email the SIG Chair: Dr Chahna Gonsalves

Please see the pages of the Education Sub-Committee of the Academy for information about Education related issues, and for AM awards: Teaching Research & Development Grants and Teaching Excellence Awards

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