INFLUENCE OF ARTIFICIAL INTELLIGENCE ON MARKETING COMPETENCE OF BUSINESS EDUCATION GRADUATES AS EXPRESSED BY MACRO ENTREPRENEURS

Moses George Etoma, Ph.D, Agnes Lawrence Okute, Ph.D, Anthonia Ugiebeme Adie

Abstract


The main purpose of the study was to ascertain the Perceived influence of Artificial intelligence practices on marketing competences among business education graduates as expected by employers of labour in macro enterprises in Calabar Metropolis The study employs descriptive survey design. Two research questions guided the study and two hypotheses were tested using one way analysis of variance (ANOVA) at 0.05 level of significance and the mean and standard deviation were used to analyzed the research. The population for the study comprised all 67 human resource managers of macro enterprises in Calabar Metropolis. There was no sampling, the study adopted census approach such that all members of the population were involved in the study. Data were collected using a structured questionnaire titled “Artificial Intelligence Practices and Marketing Competences Questionnaire (AIPMCQ)”., which was validated by 3 experts, two in Business Education and one in Measurement and evaluation both from University of Cross River Stater. The questionnaire featured 20 with Cronbach Alpha coefficients of 0.71 for cluster C1 and 0.77 for cluster C2, and an overall reliability of 0.74. Based on the findings and conclusion of the study it was recommended among others that Businesses should integrate Cognitive Computing into their marketing strategies to evaluate business models, improve competitive positioning, and personalize customer interactions. Cognitive Computing should be used to analyze global market data and break down geographical barriers for expansion.

Key Words: Artificial Intelligence, Marketing Competence, Cognitive Computing, Machine Learning, Macro Enterprises


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References


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