ACADEMIC INTEGRITY IN THE TRAINING OF MARKETING PROFESSIONALS

Academic integrity is a cornerstone of education, especially in the training of marketing professionals who must navigate an increasingly complex and ethically challenging global business environment. Preserving academic integrity in higher education is vital not only to maintain trust in educational institutions, but also to provide future professionals with the necessary ethical foundation to make responsible decisions in their professional lives. This study examines how academic integrity can be promoted in the context of marketing education. It emphasizes the importance of designing and implementing effective monitoring systems to ensure that academic standards and ethical behavior are upheld. In addition, it emphasizes the role of innovative teaching methods, including digital tools, interactive learning, and case studies, in reinforcing these principles among students. The study also examines the impact of technological advances on academic integrity and suggests that while digital tools can open up new opportunities for learning, they can also pose challenges, such as plagiarism and dishonest practices, if not managed properly. Furthermore, the study discusses the need for curricula to evolve in response to these challenges by placing greater emphasis on ethics, responsibility, and transparency. Creating a culture of academic integrity is essential to developing future professionals who not only possess the necessary technical knowledge but also demonstrate moral integrity in their actions. By integrating ethical standards into marketing programs, educational institutions can help students develop the skills and mindset necessary to make ethical decisions in their careers. Ultimately, this study advocates for the transformation of the educational environment to prioritize academic integrity and ethical decision-making, which are key to ensuring the success of marketing professionals in a rapidly changing world. A promising area for further research is a thorough study of the impact of the digitalization of the educational process on the formation of a culture of academic integrity in future marketing professionals.