ETSU Launched AI-Embedded Marketing Curriculum in 2025
Assistant professor Michelle Sullivan introduced the program to prepare students for modern industry roles.
Updated on Sept. 22, 2026 in Marketing
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In 2025, assistant professor Michelle Sullivan launched an AI-embedded marketing curriculum at East Tennessee State University in Johnson City. The program mandates that students assist external business partners with marketing strategies and website creation.
Why it matters
The curriculum was designed to ensure that marketing students possess the necessary technical skills and real-world experience required for career success upon graduation. By collaborating with actual business entities, students gain practical preparation for the modern job market.
Students are assigned 1 client per semester as part of their coursework to gain professional experience. The program pairs students to manage content and strategy for local partners while utilizing internal company data for analytics training.
The players
Michelle Sullivan
She is an assistant professor of marketing at East Tennessee State University who implemented the AI-embedded curriculum.
East Tennessee State University
It is a public university located in Johnson City, Tennessee, that hosts the marketing department and the American Marketing Association chapter.
Smash Meals
This is an industry partner that collaborates with university students to develop marketing strategies and content.
The details
Working in pairs, students create content and digital marketing strategies for external business partners like Smash Meals. These partners provide students with internal data, allowing them to perform analytics training in a real-world setting.
Timeline
The AI-embedded marketing curriculum was launched at ETSU in 2025.
Smash Meals began its partnership with the university marketing course in 2026.
Market Landscape
This program follows the broader trend of university departments incorporating generative AI tools into undergraduate professional training to match industry shifts. By bridging the gap between classroom theory and practical application, the university positions its graduates to compete more effectively in the modern labor market.
Local business owners in Johnson City can leverage this university partnership to receive student-driven marketing strategies and website development services. By sharing internal data with students, these businesses receive analytical support while helping to train the future local workforce.
The takeaway
Integrating AI into undergraduate marketing programs provides students with a competitive edge by moving beyond conceptual learning toward direct professional engagement. Local businesses can benefit by collaborating with these programs to access fresh perspectives and dedicated marketing support.
Further reading
For more on educational developments in the region, see Marketing.
Source note: This article includes information reported by WJHL.
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