UTILIZATION OF ARTIFICIAL INTELLIGENT POWERED ADAPTIVE LEARNING SYSTEMS IN PROMOTING MARKETING EDUCATION IN TERTIARY INSTITUTIONS IN IMO STATE NIGERIA

Abstract

The study examined the utilization of artificial intelligent powered adaptive learning systems in promoting marketing education in tertiary institutions in Imo State. It specifically centered on the extent to which AI-powered learner modelling, content customization, learning feedback mechanism, and data-driven instruction promote marketing education. The study employed descriptive survey research design. The population of the study comprised all the 48 marketing educators in the three tertiary institutions currently running marketing as a field of study in Imo State. The total population of the study were used which made it a census study. A structured questionnaire designed by the researchers was used for data collection. Data was collected through physical contact with the respondents. Data collected were analysed using mean scores. Analysis of the data collected revealed that artificial intelligent powered learner modelling, content customization, learning feedback mechanism, and data-driven instruction promote marketing education. It was therefore recommended that: government and institutions should develop clear policies that encourage innovation, provide funding incentives, and ensure quality assurance for artificial intelligent integration in higher education and beyond; government and institutions should invest in reliable electricity, internet connectivity, and access to devices, to bridge the digital gap; government and institutions should Implement comprehensive training initiatives to equip teachers with the necessary skills to effectively use and integrate artificial intelligent tools in their classrooms; and government and institutions should engage communities to raise awareness about the practical benefits of artificial intelligent in improving learning outcomes, overcoming cultural resistance.