REVOLUTIONIZING BUSINESS EDUCATION CURRICULUM: THE EXTENT OF INTEGRATING ARTIFICIAL INTELLIGENCE, DATA ANALYTICS, AND DIGITAL MARKETING INNOVATIONS
Abstract
This study was on revolutionizing the business education curriculum: the extent of integrating artificial intelligence, data analytics, and digital marketing innovations. Three research questions and hypothesis guided the study. The study adopted the descriptive survey research design. The population of this study consisted of 34 business educators in universities in Anambra State. The instrument for collecting data was a structured questionnaire constructed and distributed by the researcher. The questionnaire contained two parts; part I containing items on demography of the respondent and part II containing items covering the research questions that guided the study. The questions were structured on A 4 point rating scale of Very High Extent (VHE); High Extent (HE), Low Extent (LE) Very low Extent (VLE). Cronbach Alpha reliability coefficient was used to test consistency of the instrument and a general coefficient of 0.81. Data collected were analyzed using arithmetic mean and standard deviation while t-test was used to test the hypotheses at a 0.05 level of significance. The study revealed that artificial intelligence, data analytics are integrated in business education curriculum in tertiary institutions to a low extent while digital marketing on a high extent. There is no significant difference in the mean rating of business educators on the extent artificial intelligence, data analytics and digital marketing are integrated in business education curriculum in tertiary institutions. The study recommended that management of business education should collaborate with industry professionals to understand the specific data analytics skills and knowledge that businesses require from graduates. Tailor the curriculum to align with these needs.
Keywords: business education curriculum, artificial intelligence, data analytics, digital marketing
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