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ERIC Number: EJ1474071
Record Type: Journal
Publication Date: 2025
Pages: 11
Abstractor: As Provided
ISBN: N/A
ISSN: ISSN-1052-8008
EISSN: EISSN-2153-9987
Available Date: 0000-00-00
Explore, Identify, and Align: Utilizing Generative AI as a Career Coach
Nicole A. Flink1,2; Hulda G. Black3,4; Rebecca Dingus5,6
Marketing Education Review, v35 n2 p109-119 2025
Students who have a comprehensive understanding of their potential career paths are better able to make informed decisions regarding their professional futures. Providing classroom activities and assignments designed for career exploration is important to help instructors facilitate student experiences for learning about career paths, supporting a student's career search tasks, and providing interview preparation. However, early access to these opportunities does not always occur. This paper introduces a classroom exercise designed to assist students in integrating new knowledge with their existing career understanding while improving their confidence and comprehension of key career concepts and job search information. By using generative AI like ChatGPT, students explore career paths, identify suitable job roles, and align their experiences with their chosen career trajectories. The results show students experienced a significant increase in their self-assessed confidence in the knowledge of several career-development-related tasks, such as identifying jobs related to their college major, differentiating between career roles, preparing a resume aligned with their skill set for a specific job role, and preparing to interview for a specific job role. Finally, qualitative student comments provide more detail related to career fears or hesitations reduced by the course activity.
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Publication Type: Journal Articles; Reports - Research; Tests/Questionnaires
Education Level: Higher Education; Postsecondary Education
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Grant or Contract Numbers: N/A
Author Affiliations: 1Oklahoma State University, Stillwater, OK, USA; 2Department of Professional Sales, Professional Sales, Weber State University, Ogden, UT, USA; 3University of Kentucky, Lexington, KY, USA; 4Department of Marketing, Marketing, Illinois State University, Normal, IL, USA; 5Kent State University, Kent, OH, USA; 6Department of Marketing, Marketing, Ohio University, Athens, OH, USA