Enhancing Marketing Student Success with AI-Guided Experiential Learning: A Case Study

<em>Today’s educators face the challenges of arming students with subject matter knowledge, helping them develop the human-centric soft skills that recruiters seek, dealing with increasing class sizes and multiple formats, and keeping up with rapid changes in AI technologies. This two-phase case study demonstrates how the implementation of a generative AI-powered experiential learning platform enhanced student success via increased subject matter knowledge competency and development of key soft skills. Specifically, phase 1 shows how the implementation of the learning platform, in a large online course. resulted in significantly higher levels of marketing knowledge and perceived course effectiveness versus the same course without the platform. It also demonstrates the how the platform facilitated development of critical thinking, problem solving, communication, creativity, and collaboration skills. Phase 2 describes additional improvements in perceived course effectiveness with the addition of AI-generated personalized feedback. Upcoming research phases, based on evolving AI capabilities, are also introduced. </em>