Integrating Generative AI with Experiential Learning in the Digital Marketing Classroom

Abstract

As higher education adapts to the disruptive force of Generative Artificial Intelligence (GenAI), educators face the challenge of integrating these tools into the curriculum without compromising fundamental learning outcomes. This article presents a pedagogical framework that fuses Kolb’s Experiential Learning Theory with a role-playing Digital Marketing Consultancy model. In this capstone project, students operate as startup agencies for real-world clients, utilizing GenAI for market research, content creation, and strategy development. Drawing on survey data from 74 participants, this study analyzes student perceptions of GenAI’s impact on productivity, learning, and professional preparedness. The findings suggest that when anchored in real-world experiential projects, GenAI shifts from a crutch to a collaborative partner, enhancing students' ability to engage in Active Experimentation and Abstract Conceptualization. The paper offers practical implications for higher education policy and classroom management in the AI era.