GenAI in Marketing Education
Overview
As Research Assistant at King's Business School, I supported Dr Chahna Gonsalves' qualitative research examining marketing industry employers' expectations and attitudes regarding generative AI skills among prospective graduates.
Research Context
With the rapid integration of generative AI tools into marketing practice, questions emerged about what skills graduates need, how higher education should respond, and what employers actually value versus what they say they value. This research used focus groups with marketing employers to understand these expectations and identify gaps between educational preparation and industry needs.
My Role
I conducted thematic analysis of focus group transcripts, identifying patterns in employer expectations, concerns, and assumptions about GenAI competencies. This work required close attention to how employers articulated both explicit skill requirements and implicit assumptions about technological literacy, critical thinking, and professional judgment.
Methodological Approach
Using thematic analysis, I systematically coded focus group discussions to identify:
- Explicit GenAI skill requirements articulated by employers
- Implicit assumptions about technological competency
- Concerns about over-reliance or misuse of AI tools
- Expectations for critical evaluation and human judgment
- Gaps between stated requirements and actual hiring practices
Broader Context
This research contributed to Dr Gonsalves' ongoing work addressing AI in higher education contexts—examining how educational institutions can respond thoughtfully to rapidly changing technological landscapes while maintaining focus on critical thinking, ethical practice, and genuine understanding.
Personal Reflection
This project reinforced understanding of how technological change creates gaps between educational preparation and professional expectations—and how qualitative research can illuminate these tensions. The work also highlighted questions about what "AI literacy" actually means and whose definitions of competency get privileged.
Project Information
Institution: King's Business School, King's College London
Principal Investigator: Dr Chahna Gonsalves
Duration: February 2024 - March 2024
My Role: Research Assistant
Methods: Thematic analysis of focus group transcripts