Exploring the Application of AI Agents in Empowering Project-Based Learning in Marketing Courses

Abstract

Traditional project-based learning (PBL) faces systemic challenges in responding to market dynamics, practical complexities, and evaluation accuracy. This study aims to explore an innovative theoretical framework and implementation pathways for deeply empowering PBL in marketing courses through AI agents. The paper constructs a core integration concept that encompasses a “student-centered” teaching logic and a “multifaceted teaching community” support structure, proposing a “dual-cycle driven” theoretical model for AI agent-empowered project-based teaching. Based on this framework, the study systematically outlines and designs the full implementation process of AI agent-empowered project-based teaching within marketing courses, aiming to provide theoretical references and practical guidance for advancing the paradigm shift in marketing education.