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人工智能赋能“国际市场营销”课程教学的实践路径

The Practical Pathway of AI-Empowered Teaching in the Course of “International Marketing”

李红英, 鲁东楠

Education Study / 2026,8(7): 829-833 / 2026-07-28 13 4

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• Information:

  四川轻化工大学经济学院，自贡

• Keywords:
  Artificial intelligence; International Marketing; Teaching reform; Human-machine collaboration
  人工智能; 国际市场营销; 教学改革; 人机协同
• Abstract: Against the backdrop of rapid advancements in generative artificial intelligence (AI) technologies, higher education is undergoing a profound transformation from knowledge transmission to cognitive construction. For practice-oriented business courses with strong theoretical underpinnings, such as International Marketing, AI functions not merely as a technical instrument but as a foundational driver that reshapes the teacher-student dynamic and the modality of knowledge production. Grounded in instructional design theory and situated learning theory, this paper systematically analyzes the feasibility and necessity of AI empowerment in this course. A concrete teaching implementation pathway is constructed from four dimensions: learner profiling, authentic scenario construction, multimodal intelligent companion learning, and human-machine collaborative assessment. Concurrently, this study undertakes a critical analysis of potential risks inherent in AI adoption, including the overreach of technical rationality and the emergence of intellectual inertia among learners. The study reveals that the essence of integrating AI into course lies not in replacing traditional thinking training, but in reshaping students’ business acumen, cross-cultural decision resilience, and value orientation amid vast business information through a human-machine collaborative model. 随着生成式人工智能技术的快速发展，高等教育正面临从知识传授向认知建构转型的深刻变革。对于“国际市场营销”这类兼具理论深度与实战情境的商科课程而言，AI不仅是技术工具，更是重塑师生关系与知识生产方式的基础要素。本文基于教学设计理论与情境学习理论，系统分析了AI赋能该课程的可能性与必要性，从学情诊断、情境构建、多模态智能伴学与人机协同评价四个维度，构建具体的教学实施路径，并对其潜在的技术理性过度干预与思维惰性风险进行了审视。研究揭示AI与课程融合的核心并非替代传统的思维训练，而是通过人机协同模式，在海量的商业信息中重塑学生的洞察力、跨文化决策韧性和价值观。
• DOI: 10.35534/es.0807145 (registering DOI)
• Cite: 李红英，鲁东楠．人工智能赋能“国际市场营销”课程教学的实践路径［J］．教育研讨，2026，8（7）：829-833．