Structured integration of AI in Brand Management education: A Constructivist approach to preventing overreliance and ensuring active engagement

Chahna Gonsalves

Structured integration of AI in Brand Management education: A Constructivist approach to preventing overreliance and ensuring active engagement

Chahna Gonsalves

Marketing : King's Business School

Research output: Chapter in Book/Report/Conference proceeding › Chapter › peer-review

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Abstract

This chapter explores integrating Generative AI in the Brand Management module at King’s Business School, highlighting AI literacy skills like ethical AI use and prompt engineering. It addresses the challenges of unstructured AI literacy approaches, advocating for a structured, constructivist framework to enhance student engagement and deep learning. The case study reveals disparities in student performance due to varying engagement with AI tools, emphasizing the need for structured AI integration. Proposed strategies include AI-supported activities, structured assessments, continuous feedback, and mandatory AI sessions. These measures aim to balance AI use in education, promoting ethical and strategic engagement while preparing students for future careers.

Original language	English
Title of host publication	Effective Practices in AI literacy Education: Case Studies and Reflections
Editors	Xianghan O'Dea, Davy Tsz Kit Ng
Publisher	Emerald
Chapter	16
Pages	151
ISBN (Electronic)	9781836088547, 9781836088523
Publication status	Published - 2 Dec 2024

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BK-EMP-EFFECTIVE-240247-Chp16-AUTHOR-ACCEPTED-COPYAccepted author manuscript, 325 KBLicence: CC BY-NC-ND

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Structured integration of AI in Brand Management education: A Constructivist approach to preventing overreliance and ensuring active engagement. / Gonsalves, Chahna.
Effective Practices in AI literacy Education: Case Studies and Reflections. ed. / Xianghan O'Dea; Davy Tsz Kit Ng. Emerald, 2024. p. 151.

Research output: Chapter in Book/Report/Conference proceeding › Chapter › peer-review

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Structured integration of AI in Brand Management education: A Constructivist approach to preventing overreliance and ensuring active engagement

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