Applying artificial intelligence (AI) to enhance teaching effectiveness in marketing courses at Ba Ria - Vung Tau University

This study analyzes the application of artificial intelligence, particularly ChatGPT, in teaching two Marketing courses at Ba Ria - Vung Tau University, namely Digital Marketing and Copywriting. A quasi-experimental design with two parallel groups was employed: 78 students in the experimental group with AI integration and 78 students in the control group following traditional methods. The results show that the AI-integrated group achieved higher post-test scores, better learning product quality, higher engagement, stronger learning motivation, and greater satisfaction compared to the traditional group. Based on these findings, the study proposes recommendations regarding AI usage policies, lecturer training, course design, academic ethics, and digital infrastructure to support controlled AI integration in Marketing education at the university.