GenAI in Marketing Education
Thematic analysis of marketing employers’ expectations of graduate GenAI skills and emerging employability requirements.
Working with Dr Chahna Gonsalves at King’s Business School, I supported qualitative research into marketing employers’ expectations of graduate generative-AI skills.
I coded focus-group transcripts and organised responses into themes covering practical familiarity with generative tools, critical evaluation of outputs, professional judgement, misuse and over-reliance. The analysis also distinguished between skills employers described as desirable and requirements that were being applied in recruitment or workplace practice.
The work contributed to research on how marketing education might respond to changing employer expectations, and on the different meanings attached to “AI literacy” while professional practice was still developing.