International Journal of Research and Innovation in Social Science (IJRISS)
The Impact of Artificial Intelligence (AI) on Lecturers’ Teaching Practices in the Fundamentals of Marketing Subject
Published December 26, 2025 • Vol. 9, Issue 11, pp. 7649–7655Open Access
DOI: 10.47772/IJRISS.2025.91100595
Abstract
The rapid advancement of artificial intelligence (AI) has transformed teaching and learning practices in higher education. This study examines the impact of Artificial Intelligence (AI) on Lecturers’ Teaching Practices in the Fundamentals of Marketing Subject. Using a convenience sample of 23 lecturers, data were collected through an online questionnaire and analyzed using descriptive statistics. Findings indicate that lecturers generally perceive AI as highly useful, easy to use, and effective in improving teaching efficiency and student engagement. Most respondents expressed positive attitudes toward continued integration of AI into their teaching practices. The study contributes empirical insights into AI adoption in marketing education and offers recommendations for enhancing lecturers’ AI proficiency and classroom integration.
Keywords: Artificial Intelligence; Marketing Education; Lecturer Perceptions; Technology Adoption; Teaching Performance
| Journal | International Journal of Research and Innovation in Social Science (IJRISS) |
|---|---|
| ISSN | 2454-6186 |
| Volume / Issue | Volume 9, Issue 11 |
| Pages | 7649–7655 |
| Publication date | December 26, 2025 |
| DOI | 10.47772/IJRISS.2025.91100595 |
| Publisher | RSIS International |
| License | Open Access |
How to cite this article
Rizuwan Abu Karim, & Mohd Halim Mahphoth (2025). The Impact of Artificial Intelligence (AI) on Lecturers’ Teaching Practices in the Fundamentals of Marketing Subject. International Journal of Research and Innovation in Social Science (IJRISS), 9(11), 7649-7655. https://doi.org/10.47772/IJRISS.2025.91100595
BibTeX
@article{Rizuwan2025,
title = {The Impact of Artificial Intelligence (AI) on Lecturers’ Teaching Practices in the Fundamentals of Marketing Subject},
author = {Rizuwan Abu Karim and Mohd Halim Mahphoth},
journal = {International Journal of Research and Innovation in Social Science (IJRISS)},
volume = {9},
number = {11},
pages = {7649--7655},
year = {2025},
doi = {10.47772/IJRISS.2025.91100595},
publisher = {RSIS International}
}