AI-Enabled Light Metaverse-Based Marketing Teaching Model

DOI: https://doi.org/10.62517/jhet.202615502

Author(s)

Xingrui Yang＊, Yalin Li, Beibei Zhang

Affiliation(s)

School of Digital and Intelligent Business, Wuhan City Polytechnic, Wuhan, Hubei, China *Corresponding Author

Abstract

The integration of artificial intelligence (AI) and virtual technologies has opened up new avenues for innovating practice-oriented business education. However, existing research has paid insufficient attention to the mechanisms through which AI can be embedded into commercial contexts and contribute to the development of students’ marketing decision-making capabilities. Drawing on experiential learning theory, this study develops an AI-enabled light metaverse-based Marketing teaching model that integrates virtual business scenarios, AI consumer agents, marketing decision-making tasks and the 5E instructional process. The model centers on the development of students’ practical marketing competencies and employs both virtual and real-world teaching environments as learning contexts. Through a triadic collaboration among teachers, students and AI agents, the five instructional phases—Engage, Explore, Explain, Elaborate, and Evaluate—are embedded throughout the processes of market analysis, consumer insight generation, marketing decision-making and strategy optimization. The findings indicate that the proposed model facilitates a shift in marketing education from static case analysis toward dynamic business scenario simulation, thereby promoting the development of students’ capabilities in consumer insight, marketing decision-making, dynamic strategy adjustment and knowledge transfer. The study further suggests that the educational value of the light metaverse lies not in the complexity of its virtual technological presentation, but in the effective integration of technology with authentic business contexts and instructional tasks. This study provides a reference for the reform of practice-oriented business education through the integration of artificial intelligence.

Keywords

Artificial Intelligence; Light Metaverse; Marketing Education; 5E Instructional Model

References

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