When Marketing Education Meets Artificial Intelligence: Boosting Students’ Career Optimism in Tunisia

Abstract

The rapid advent of artificial intelligence evolves considerably in the marketing sector, prompting many academic institutions to modernize their training programs. Therefore, in an attempt to evaluate the effect of these new methods on their confidence in training, and their capacity to generate new work opportunities, in this research among future marketing professionals in Tunisia. The empirical investigation was carried out from a questionnaire administered to students in the final year of their bachelor’s degree in marketing in Tunisia. The realization of our research objective was ensured through a factor analysis of the collected data. Despite the challenges faced, students express an intense interest in marketing and believe in the abundance of opportunities in this field in Tunisia. Analysis of the results reveals that their level of optimism influences their future aspirations: optimists envision local entrepreneurial projects, while others turn to careers abroad or specific specializations. In summary, marketing students are confident in their professional future in Tunisia and see digital marketing as a promising avenue for creating new forms of work despite their limited resources.