Consumer journey of higher education services: legitimisation of artificial intelligence for training marketers

Abstract

The work is devoted to the search for solutions for the introduction of artificial intelligence (hereinafter referred to as AI) into educational process for professional training of marketers. The paper analyses the prospects of using the AI from the point of view of students to fulfill the curriculum as a whole and specific work compositions. The analysis of the path of the consumer of the educational service, the student, is presented. The nodal points of practical actions of learners are determined, in which the AI use is natural and justified. The examples show for which independent works it is possible to give recommendations to students for the AI use. The results of a survey of students of the State University of Management from bachelor’s programmes in marketing disciplines are presented. The results convincingly show that the level of penetration of the AI among these learners is of 95%. The survey has shown for what purposes students usually apply this technology of information procession. A rating of the demand for neural networks used by students when performing independent types of work is compiled. The authors of this research try to find a compromise between the need for learners to complete work and assignments independently, on the one hand, and the search for options for using modern AI technologies in the educational process of higher education, on the other hand.