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  • A case study on integrating generative AI in education : leveraging ChatGPT for enhanced learning and assessment in marketing and management education
    Publication . Usman, Badar; Silva, Susana Cristina Lima da Costa E
    This study investigates how teachers in business education are integrating generative AI tools; particularly ChatGPT; into their teaching practices. It aims to understand how these tools are reshaping teaching strategies which also influence student engagement and bring new ethical and operational challenges. The research seeks to fill the existing literature gap by exploring faculty experiences, comparing them with student centric studies of the past, and identifying institutional needs for effective AI integration in business education. Using a qualitative case study approach, the research presents insights from indepth interviews with seven faculty members from a few top Portuguese business schools. These interviews were structured around a conceptual framework that examined ChatGPT usage, student response, integration challenges, ethical implications, and institutional support needed for the integration of ChatGPT. Thematic analysis was used to categorize responses across constructs such as teaching enhancement, potential misuse, and future expectations of AI in business education. Teachers primarily use ChatGPT for lesson planning, creating teaching materials, and personalizing content to diverse student needs. ChatGPT was found to improve feedback efficiency and content clarity, while also raising concerns about over reliance, reduced critical thinking, and academic dishonesty. Most teachers had to train themselves due to limited institutional support and emphasized the need for structured programs to teach these new AI tools like ChatGPT. The tool was widely viewed as a teaching assistant rather than a replacement to traditional teaching, although it has begun to influence classroom norms and faculty expectations. This study uniquely focuses on faculty perspectives to reveal how ChatGPT is being used within business education, highlighting innovation and adaptation. Unlike prior research that often focused on student experiences or broad AI potential, this paper provides focused insights into the practical, ethical, and infrastructural challenges teachers face, offering interesting and useful recommendations for institutional policy and training on the use of ChatGPT.
    2025-07-04Dissertação de mestrado Acesso restrito Ver mais