AI-Mediated Academic Discourse in Marketing Education: A Systematic Review of Pedagogical Practices, Learning Outcomes, and Literacy Challenges

Authors

Murad Canbulut De Montfort University, England Author https://orcid.org/0000-0001-5263-3692
Raife Meltem Yetkin Özbük Akdeniz University Corresponding Author https://orcid.org/0000-0002-2014-1850
İbrahim Taylan Dörtyol Akdeniz University Author https://orcid.org/0000-0003-3245-7972
Aslı Güven Akdeniz University Author https://orcid.org/0000-0002-9053-0245
Busra Oktay Bayhan Akdeniz University Author https://orcid.org/0000-0002-8037-9385
Abdullah Alkan Independent Researcher Author https://orcid.org/0000-0002-1674-5475

DOI:

https://doi.org/10.59045/nalans.2026.102

Keywords:

marketing education, academic discourse, systematic literature review, AI literacy, Artificial Intelligence (AI)

Abstract

The rapid integration of artificial intelligence (AI) into higher education has transformed academic discourse, with significant implications for marketing education. This systematic literature review (SLR) synthesizes 59 peer-reviewed studies to examine how AI tools influence academic discourse and shape pedagogical practices, learning outcomes, and AI literacy challenges in marketing education. In accordance with PRISMA 2020 guidelines, studies were obtained from Web of Science and Scopus and subjected to a thematic synthesis. Five themes emerged: (1) AI as discursive mediator; (2) pedagogical integration and curriculum innovation; (3) learning outcomes and cognitive engagement; (4) academic integrity, ethics, and dependency; and (5) AI literacy as an emerging competency. The dominant orientation on artificial intelligence in the studies is generally positive, but concerns remain regarding characteristics such as overconfidence, over-reliance, and the displacement of basic reasoning abilities. The geographical focus on North American contexts, the methodological dominance of perception-based measurements, and the limited theorization at the discourse level in the findings suggest that researchers and practitioners should examine these issues.

Author Biographies

Murad Canbulut, De Montfort University, England

Murad Canbulut is a Lecturer in Marketing at De Montfort University, UK. He holds a PhD in Business Administration (Marketing) from Izmir University of Economics. His research focuses on consumer behaviour, transformative consumer research, sustainability, and vulnerable consumers, with particular interest in disability, ethics, and social impact. His work has been published in journals such as the Journal of Consumer Affairs and Journal of Business Research. He is actively involved in interdisciplinary research projects and serves as a reviewer for several academic journals.
Raife Meltem Yetkin Özbük, Akdeniz University

Raife Meltem YETKİN ÖZBÜK is an Associate Professor of Marketing at Akdeniz University, Antalya, Türkiye. Her research focuses on sustainability, consumer behavior, and digital consumption. She has extensive experience in conducting systematic and critical reviews in areas such as circular economy practices, sustainable packaging, CSR and happiness, and cultural influences in brand communication. Her work has been published in leading international journals including Journal of Cleaner Production, Socio-Economic Planning Sciences, Waste Management, Management Decision, Journal of Organizational Change Management, SAGE Open, and Young Consumers.
İbrahim Taylan Dörtyol, Akdeniz University

İbrahim Taylan Dörtyol is an Associate Professor of Marketing at Akdeniz University, Antalya, Türkiye. His research lies at the intersection of consumer behavior, sensory marketing, and service quality, with a strong emphasis on the psychological and experiential foundations of consumption. His work advances understanding of how sensory cues, perception, and contextual factors shape consumer decision-making. He has developed expertise in both qualitative and quantitative methodologies, including scale development, systematic reviews, and theory-driven empirical research. His publications appear in high-impact international journals such as International Journal of Consumer Studies, Journal of Sensory Studies, Qualitative Research Journal, Humanities and Social Sciences Communications, and International Journal of Contemporary Hospitality Management. His research contributes to the evolving discourse on consumer experience, multisensory marketing, and behavioral insights in contemporary markets
Aslı Güven, Akdeniz University

Aslı Güven is a Research Assistant (PhD) in the Department of Marketing at Akdeniz University, Antalya, Türkiye. She completed her master’s and doctoral degrees in Marketing at Akdeniz University and currently teaches in the same department. Her research focuses on consumer behavior, with particular emphasis on social media behaviors, body image, and their relationship with consumption. Her work has been published in international journals such as Young Consumers and the International Journal of Consumer Studies
Busra Oktay Bayhan, Akdeniz University

Büşra Oktay is a PhD Candidate in the Department of Marketing at Akdeniz University, Antalya, Türkiye. She completed her master’s degree in marketing at Akdeniz University and is currently pursuing her doctoral studies in the same field. Her research focuses on consumer behavior within the context of the circular economy, with particular emphasis on repair behavior, sustainability, and consumption practices. Her work has been published in international journals such as Journal of Organizational Change Management, Journal of Cultural Marketing Strategy.
Abdullah Alkan, Independent Researcher

Abdullah Alkan is a researcher in the field of marketing with a particular focus on consumer pyschology and qualitative research methods. He is especially interested in emerging digital consumption trends and contributes to academic discussions in marketing and consumer behavior. He is currently pursuing opportunities for postdoctoral research in the marketing field.

References

Acar, O. A. (2024). Commentary: Reimagining marketing education in the age of generative AI. International Journal of Research in Marketing, 41(3), 489–495. https://doi.org/10.1016/j.ijresmar.2024.06.004

Aka, S. (2021). Sosyal imalat: Sosyal ağ temelli kaynak paylaşımı. Kafkas Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 12(24), 1237–1250. https://doi.org/10.36543/kauiibfd.2021.050

Al-Fattal, A. (2025). You do it, AI does it, you compare and reflect: Exploring reflective learning with generative AI in principles of marketing. Journal of Marketing Education. https://doi.org/10.1177/02734753251356691

Al-Fattal, A., & Singh, J. (2025). Comparative reflections on human-driven and generative artificial intelligence-assisted thematic analysis: A collaborative autoethnography. International Journal of Qualitative Methods, 24. https://doi.org/10.1177/16094069251337870

Barger, V. A., Chennamaneni, P. R., Dahl, A. J., & Peltier, J. W. (2025). A how-to-guide for bringing artificial intelligence into life in your marketing curriculum: A blueprint for student learning and success. Marketing Education Review, 35(2), 99-108.

Batat, W. (2024). Revolutionizing business and marketing education: the MECCDAL model and a case study from the American Institute of Business Experience Design. Journal of Macromarketing, 44(3), 590-601.

Beninger, S., Reppel, A., Stanton, J., & Watson, F. (2025). Facilitating generative AI literacy in the face of evolving technology: Interventions in marketing classrooms. Journal of Marketing Education, 47(2), 112-125.

Braun, V., & Clarke, V. (2013). Successful qualitative research: A practical guide for beginners. Sage.

Brocato, E. D., & Davis, C. (2025). Transforming marketing creative capacities: The role of artificial intelligence in minimizing creative constraints. Journal of Marketing Education, 02734753241312350.

Cummins, S., Nielson, B., Peltier, J. W., & Deeter-Schmelz, D. (2020). A critical review of the literature for sales educators 2.0. Journal of Marketing Education, 42(3), 198-216.

Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly, 13(3), 319–340, https://doi.org/10.2307/249008

De Bruyn, A., Viswanathan, V., Beh, Y. S., Brock, J. K. U., & Von Wangenheim, F. (2020). Artificial intelligence and marketing: Pitfalls and opportunities. Journal of Interactive Marketing, 51(1), 91-105.

Capano, G., He, A. J., & McMinn, S. (2025). Riding the tide of generative artificial intelligence in higher education policy: an Asian perspective. Journal of Asian Public Policy, 18(2), 245-259.

Clark, R. E. (1994). Media will never influence learning. Educational Technology Research and Development, 42(2), 21–29.

Dingus, R., & Black, H. G. (2021). Choose your words carefully: An exercise to introduce artificial intelligence to the marketing classroom using tone analysis. Marketing Education Review. https://doi.org/10.1080/10528008.2020.1843361

Dubay, C. M., & Richards, M. B. (2024). Leveraging artificial intelligence in project-based service learning to advance sustainable development: A pedagogical approach for marketing education. Marketing Education Review. https://doi.org/10.1080/10528008.2024.2411975

Fairclough, N. (1992). Discourse and social change. Polity Press.

Flynn, K. A. (2025). Exploring the use of custom chatbots in marketing education. Marketing Education Review. https://doi.org/10.1080/10528008.2025.2562265

Gombos, S., & Kurucz, A. (2024). Course innovation in business higher education: A case study of a BA Commerce and Marketing course. In Proceedings of the 10th International Conference on Higher Education Advances (HEAd'24).

Gonsalves, C. (2024). Generative AI's impact on critical thinking: Revisiting Bloom's Taxonomy. Journal of Marketing Education. https://doi.org/10.1177/02734753241305980

Grewal, D., Guha, A., Beccacece Satornino, C., & Becker, M. (2025). The future of marketing and marketing education. Journal of Marketing Education, 47(1), 61-77. https://doi.org/10.1177/02734753241269838

Guha, A., Grewal, D., & Atlas, S. (2023). Generative AI and marketing education: What the future holds. Journal of Marketing Education, 46(1), 6–17. https://doi.org/10.1177/02734753231215436

Haderlie, T. C. Jr., Sewak, S., Agarwal, S., & Lee, J. (2025). Investigating the effects of generative Artificial Intelligence on student satisfaction and self-efficacy. Marketing Education Review, 1-11. https://doi.org/10.1080/10528008.2025.2576159

Hazari, S. (2025). Marketing students' perceptions towards ChatGPT: An AI-assisted thematic analysis. Marketing Education Review, 35(3), 171-187. https://doi.org/10.1080/10528008.2025.2470198

Jayawardene, V., Ewing, M. T., Struweg, I., & Cunningham, N. (2026). A longitudinal thematic analysis of technology integration in marketing. Marketing Education Review, 1-19. https://doi.org/10.1080/10528008.2026.2630712

Karimova, G. Z., Kim, Y. D., & Shirkhanbeik, A. (2025). Poietic symbiosis or algorithmic subjugation: Generative AI technology in marketing communications education. Education and Information Technologies, 30, 2185–2209. https://doi.org/10.1007/s10639-024-12877-8

Kim, H., & Koo, T. K. B. (2024). The impact of generative AI on syllabus design and learning. Journal of Marketing Education. Advance online publication. https://doi.org/10.1177/02734753241299024

Lea, M. R., & Street, B. V. (1998). Student writing in higher education: An academic literacies approach. Studies in Higher Education, 23(2), 157–172. https://doi.org/10.1080/03075079812331380364

Long, D., & Magerko, B. (2020). What is AI literacy? Competencies and design considerations. Proceedings of the CHI Conference on Human Factors in Computing Systems. https://doi.org/10.1145/3313831.3376727

Malhan, M. (2025). Bridging the engagement gap in B2B marketing education: Integrating storytelling and AI. The International Journal of Management Education, 23(3), Article 101125. https://doi.org/10.1016/j.ijme.2025.101125

McAlister, A. R., Alhabash, S., & Yang, J. (2024). Artificial intelligence and ChatGPT: Exploring current and potential future roles in marketing education. Journal of Marketing Communications, 30(2), 166–187. https://doi.org/10.1080/13527266.2023.2289034

Mehmet, M., Papakosmas, M., Kyriazis, E., & Nikidehaghani, M. (2025). Re-imagining marketing education for career readiness in the GenAI era. Journal of Marketing Education. Advance online publication. https://doi.org/10.1177/02734753251326457

Mirek-Rogowska, A., Kucza, W., & Gajdka, K. (2024). AI in communication: Theoretical perspectives, ethical implications, and emerging competencies. Communication Today, 15(2), 16–29.

Morgan, H., Russell, L. M., & Jocic, M. (2025). Student perspectives on generative AI integration in advertising education. Journal of Advertising Education, 30(1). https://doi.org/10.1177/10980482251376947

Narang, U., Sachdev, V., & Liu, R. (2025). When AI wears many hats: The role of generative artificial intelligence in marketing education. Journal of Public Policy & Marketing, 44(3), 473–489. https://doi.org/10.1177/07439156251328237

Ng, D. T. K., Leung, J. K. L., Chu, S. K. W., & Qiao, M. S. (2021). Conceptualizing AI literacy: An exploratory review. Computers and Education: Artificial Intelligence, 2, https://doi.org/10.1016/j.caeai.2021.100041

Oc, Y., Gonsalves, C., & Quamina, L. T. (2025). Generative AI in higher education assessments: Examining risk and tech-savviness on student adoption. Journal of Marketing Education, 47(2), 138–155. https://doi.org/10.1177/02734753241302459

Page, M. J., McKenzie, J. E., Bossuyt, P. M., Boutron, I., Hoffmann, T. C., Mulrow, C. D., & Moher, D. (2021). The PRISMA 2020 statement: An updated guideline for reporting systematic reviews. BMJ, 372, n71. https://doi.org/10.1136/bmj.n71

Pavone, G. (2025). Generative AI in the learning process: Threat or tool? Understanding the role of self-esteem and academic anxiety in shaping student motivations. Journal of Marketing Education. Advance online publication. https://doi.org/10.1177/02734753251346857

Pierce, M. E., & Jiang, P. (2025). Normative influence on the adoption of generative artificial intelligence in higher education. Journal of Marketing Education. Advance online publication. https://doi.org/10.1177/02734753251397827

Raska, D., & Keller, E. W. (2026). Embedding an AI-aided faculty mentoring guidance to enhance online marketing education. Journal for Advancement of Marketing Education. https://doi.org/10.63963/001c.157776

Richter, S., Giroux, M., Piven, I., Sima, H., & Dodd, P. (2025). A constructivist approach to integrating AI in marketing education: Bridging theory and practice. Journal of Marketing Education, 47(2). https://doi.org/10.1177/02734753241288876

Rodriguez, M., & Trainor, K. J. (2025). Integrating generative artificial intelligence in a professional selling course: Application of prompt engineering. Marketing Education Review. Advance online publication. https://doi.org/10.1080/10528008.2025.2507682

Rogers, P. P., Allen, C., & Busby, A. (2025). Marketing educators and artificial intelligence: A perspective on productivity and innovation. Journal of Marketing Education, 47(2), 156–169. https://doi.org/10.1177/02734753241299095

Rust, R. T. (2020). The future of marketing. International Journal of Research in Marketing, 37(1), 15–26. https://doi.org/10.1016/j.ijresmar.2019.08.002

Schlegelmilch, B. B., & Mills, A. J. (2025). Artificial intelligence and the future of marketing education. Journal of Marketing Education. Advance online publication. https://doi.org/10.1177/02734753251336956

Seif, G. (2026). Academic strategies for using artificial intelligence in strategic communication and digital marketing education: Current and future directions. Marketing Education Review. https://doi.org/10.1080/10528008.2026.2615880

Shahzad, M. F., Xu, S., An, X., & Asif, M. (2025). Are generative AI technologies transforming education for the 21st century? Research trends, challenges, and benefits. SAGE Open, 15(3), 21582440251368594. https://doi.org/10.1177/21582440251368594

Sihi, D., & Ryan, A. (2025). Crafting and evaluating generative AI prompts: Insights from students, educators, and marketers. Marketing Education Review, 35(2), 153–159. https://doi.org/10.1080/10528008.2024.2445816

Singh, P., & Huang, L. (2025). AI meets brainstorming: Enhancing creativity and collaboration in marketing education. Marketing Education Review, 35(4). Advance online publication. https://doi.org/10.1080/10528008.2025.2501790

Street, B. V. (1984). Literacy in theory and practice. Cambridge University Press.

Swales, J. M. (1990). Genre analysis: English in academic and research settings. Cambridge University Press.

Torkestani, M. S., Dose, D. B., & Mansouri, T. (2025). Bridging AI skills gaps in marketing education: Prompt engineering as a key competency. Marketing Education Review. Advance online publication. https://doi.org/10.1080/10528008.2025.2501788

Turner-Henderson, T., Bryant, M., Riley, J., Watson, A., & Nicewicz Scott, K. (2025). Strategic AI integration in marketing education: Elevating personal branding and career readiness. Marketing Education Review. Advance online publication. https://doi.org/10.1080/10528008.2025.2551972

Venkatesh, V., Thong, J. Y. L., & Xu, X. (2012). Consumer acceptance and use of information technology: Extending the unified theory. MIS Quarterly, 36(1), 157–17, https://doi.org/10.2307/41410412.

Vinuales, G., & Kulkarni, G. (2025). A project-based approach to enhance student AI detection skills in a social media marketing course. Marketing Education Review. Advance online publication. https://doi.org/10.1080/10528008.2025.2569357

Vollrath, M. D., & Villegas, S. G. (2026). Teaching with AI in marketing education: The LEO framework as a pedagogical guide. Marketing Education Review. Advance online publication. https://doi.org/10.1080/10528008.2026.2623032

Authors

DOI:

Keywords:

Abstract

Author Biographies

References

Downloads

Published

Issue

Section

License

How to Cite

focus

Information