Proceedings of the 24th Malaysia-Indonesia International Conference on Economics, Management, and Accounting (The 24th MIICEMA) in conjunction with The 9th Sriwijaya Economics, Accounting, and Business Conference (The 9th SEABC) (MIICEMA-SEABC 2025)

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AI-Driven Marketing Excellence: Unlocking Potential Among Erasmus Business Students in France

Authors
Farahwahida Mohd Abu Bakar1, *, Nor Azah Jahari2, Muzairihana Md Moid3, Nor Hazwani Hassan4, Mohamad Hafiz Rosli5
1Malaysian Institute of Information Technology (MIIT), Universiti Kuala Lumpur, 50250, Kuala Lumpur, Malaysia
2Faculty of Business and Accountancy, Universiti Selangor, Shah Alam Campus, 40000, Shah Alam, Selangor, Malaysia
3Faculty of Engineering & Life Sciences, Universiti Selangor, Bestari Jaya Campus, 45600, Bestari Jaya, Selangor, Malaysia
4Faculty of Business, Economics and Social Development, Universiti Malaysia Terengganu, Kuala Nerus, Malaysia
5Faculty of Management and Economics, Sultan Idris Education University, 35900, Tanjong Malim, Perak, Malaysia
*Corresponding author. Email: farahwahidam@unikl.edu.my
Corresponding Author
Farahwahida Mohd Abu Bakar
Available Online 23 February 2026.
DOI
10.2991/978-94-6463-994-0_10How to use a DOI?
Keywords
Artificial Intelligence (AI); Marketing Education; Cognitive Learning; Psychomotor Skills; Affective Domain; Erasmus Program; Digital Transformation
Abstract

This exploratory study examines the transformative role of artificial intelligence (AI) tools in enhancing creativity and operational efficiency in marketing among Master’s-level working students with business management backgrounds at Erasmus campuses in Paris and Lyon. Through a one-day intensive course focusing on practical AI applications in marketing, the research evaluates participants’ exposure to AI technologies and their perceived effectiveness. Qualitative analysis of post-training feedback from 42 participants revealed that 95% could successfully integrate AI tools into their current professional roles, demonstrating significant improvements in three key learning domains: cognitive understanding (knowledge acquisition), psychomotor skills (practical application), and affective responses (attitudes and motivation). Participants reported increased confidence in employing AI technologies to develop creative marketing strategies, streamline decision-making processes, and enhance customer engagement initiatives. The study highlights the critical importance of incorporating AI education within business curricula, particularly in international programs like Erasmus that cater to career-oriented students seeking both academic advancement and workplace relevance. Findings suggest that targeted, short-duration AI training programs can substantially contribute to developing AI literacy and practical competence among future marketing professionals, while also identifying key challenges in tool adoption and ethical considerations that require attention in pedagogical approaches.

Copyright
© 2026 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 24th Malaysia-Indonesia International Conference on Economics, Management, and Accounting (The 24th MIICEMA) in conjunction with The 9th Sriwijaya Economics, Accounting, and Business Conference (The 9th SEABC) (MIICEMA-SEABC 2025)
Series
Advances in Economics, Business and Management Research
Publication Date
23 February 2026
ISBN
978-94-6463-994-0
ISSN
2352-5428
DOI
10.2991/978-94-6463-994-0_10How to use a DOI?
Copyright
© 2026 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Farahwahida Mohd Abu Bakar
AU  - Nor Azah Jahari
AU  - Muzairihana Md Moid
AU  - Nor Hazwani Hassan
AU  - Mohamad Hafiz Rosli
PY  - 2026
DA  - 2026/02/23
TI  - AI-Driven Marketing Excellence: Unlocking Potential Among Erasmus Business Students in France
BT  - Proceedings of the 24th Malaysia-Indonesia International Conference on Economics, Management, and Accounting (The 24th MIICEMA) in conjunction with The 9th Sriwijaya Economics, Accounting, and Business Conference (The 9th SEABC) (MIICEMA-SEABC 2025)
PB  - Atlantis Press
SP  - 132
EP  - 141
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-994-0_10
DO  - 10.2991/978-94-6463-994-0_10
ID  - MohdAbuBakar2026
ER  -