Research on Digital Transformation and Implementation Path of Marketing Specialties in Colleges and Universities in the Age of Artificial Intelligence

Abstract

The growth of artificial intelligence technology is causing a revolution in the global business landscape, with the marketing discipline leading the way. The digitalization of consumer behavior, fragmentation of marketing channels, and the intelligence of decision-making models are driving companies into a corner towards a new - type marketing talent that can harness data insight and algorithm - based applications. Meanwhile, the current marketing major in higher education is still organized around the traditional 4P theory, and there are decades - long generational divides between curricular contents and new iterations of industry technology. Data indicate that more than 70% of marketing positions require some digital skills, such as user portrait analysis, or intelligent placement, but the trained response to this demand by the cultivation system in higher education has not been systematic. This discrepancy between supply and demand pulls not only on the competitiveness of graduates, but also inhibits industrial intelligent upgrading. The digital transformation of marketing as a major is no longer an exploratory issue but rather a survival issue in terms of whether it will still function as an discipline.