This conceptual paper introduces IATs and discusses how such intelligent and interactive applications can translate into better education environment for marketing curriculum, particularly marketing research. We present a conceptual model based on extant literature. We present some initial test of our conceptual model of IAT usage in marketing education in a marketing research class.
Dixit, Ashutosh; Dass, Mayukh; Pendleton, Glenna C.; and Lundstrom, William J.
"Transforming Marketing Education of the Future: The Role of Intelligent Agent Technologies (IATs) in Enhancing Student Learning,"
Atlantic Marketing Journal: Vol. 2
, Article 2.
Available at: https://digitalcommons.kennesaw.edu/amj/vol2/iss3/2