CHOOSE YOUR WORDS CAREFULLY: AN EXERCISE TO INTRODUCE ARTIFICIAL INTELLIGENCE TO THE MARKETING CLASSROOM USING TONE ANALYSIS

Rebecca Dingus, Hulda G. Black

Research output: Contribution to journalArticlepeer-review

Abstract

As technology changes rapidly, marketing educators are challenged with maintaining a curriculum that is ever-evolving in order for their graduates to be real-world ready. This paper suggests a highly adaptable exercise that can be used to teach tone analysis while simultaneously familiarizing students with an application of artificial intelligence (AI). By incorporating IBM’s Watson Tone Analyzer into the activity, students are able to discover the power of AI and interact with it both directly and in real-time. Empirical evidence shows that students find this exercise to be engaging, effective, and highly influential. From a faculty perspective, this is an ideal assignment to introduce one application of AI in a simple way that creates a springboard for additional discussion and more in-depth exploration of modern technologies. The prescribed assignment has been tested in four different marketing courses, and it can easily be adapted to fit others. Additionally, this exercise can be utilized in a traditional, hybrid, or online learning environment.

Original languageEnglish
Pages (from-to)64-69
Number of pages6
JournalMarketing Education Review
Volume31
Issue number2
DOIs
StatePublished - 2021

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