As our world evolves with Artificial Intelligence, how do we? Professor Shilpa Rao leads that initiative through her course MKTG 4114 – Introduction to AI in Marketing.

This 3-credit hour course is structured into four parts: understanding the myths and facts around AI, exploring AI applications in marketing contexts, strategic preparation for AI in marketing with in-house skills, and examining the broader impacts of AI on individuals, organizations, societies, and countries.

This course was launched in 2022, with students exploring AI concepts and analyzing its effects on customer service, social media, e-commerce, and other marketing contexts. As it is currently a Pathways course, the instructor assumes no prior marketing or technical background for the students. Technical AI concepts are taught in an interactive, non-technical manner so students can grasp the material irrespective of their major or technical preparation. This knowledge aligns with their marketing background as they enter the workforce.

Entering its third year, this course has evolved to ensure that students gain the required AI literacy. Based on industry demands and student feedback, more in-class assignments have been added in which students use generative AI in marketing and sales contexts and subsequently reflect on their findings. Recently, more elaborate video- or photo-based assignments leveraging AI have been introduced, along with opportunities to build their own chatbots. These tasks directly relate to what past and current students are completing during internships or after entering the workforce. 

To further distinguish Virginia Tech students from other applicants, the course offers open certification options, such as the MarTech Certificate from ANA and other AI-based certificates from IBM and Google, as extra credit. This provides a competitive advantage for our students when entering the workforce. Certifications are currently offered as extra credit. However, the plan is to incorporate them as a required, graded component in future semesters to ensure that all students leave the class with this advantage.

With the new Pamplin Plus initiative placing a strong emphasis on the incorporation of AI going forward, this course aligns perfectly with this new agenda. Starting Fall 2026, all freshmen in marketing will be required to take an AI in Business course. This will provide students with a foundation in AI and coding. This allows Rao’s AI in Marketing course to adjust its alignment and dive more deeply into AI’s role within marketing. More time can now be devoted to real- time examples, exploration in marketing and sales contexts, and interdisciplinary discussions among students. This course is not restricted to business majors, allowing those discussions to occur naturally and inclusively.

A Message from Professor Rao:

“AI is a tool. It is not here to replace human thought. While it is a great aid for learning, research, and administration, it cannot replace them. There is still a human touch needed—something AI cannot provide. Be prepared for the use of AI in business; do not fear it. Use it ethically and responsibly, and it will be a great help.” 

For interested students, look for MKTG 4114 – Introduction to AI in Marketing. 

Pathway Concept Area: 5A Quant & Comp Thnk Adv., 10 Ethical Reasoning.  

MKTG students in classroom