Monographic section June 2026
Special issue coordinated by Ana Estima, ISCA, University of Aveiro

Marketing Education and the Emergence of New Professions

The profound transformation driven by digitalisation and Artificial Intelligence (AI) is reshaping the landscape of marketing education and professional practice. New roles and hybrid profiles are emerging, demanding a redefinition of academic programs, pedagogical approaches, and the relationship between higher education and the market.

AI-based tools and digital platforms are redefining the learning experience — from personalised education and simulation environments to data-driven decision-making and creative automation. These technologies enable the development of new forms of collaboration between universities, companies, and institutions, promoting agile and applied learning models that reflect the realities of the contemporary workplace.

However, this transformation also raises significant challenges related to ethics, employability, and inclusivity. The emergence of new professions in marketing requires critical reflection on how educational systems adapt to technological acceleration, ensure fair access to skills development, and prepare students for professions that, in many cases, are still being defined.

In this context, it becomes essential to analyse the impact of innovation on curriculum design, teaching practices, and professional identities in marketing. Exploring these dynamics will help identify how marketing education can balance innovation, employability, and social responsibility in a rapidly changing environment.

Suggested topics:

• Transformation of curricula and pedagogical innovation in marketing education
• New skills and competencies for emerging marketing professions
• Artificial Intelligence and automation in marketing learning and practice
• University–industry collaboration in developing professional profiles
• Ethics, employability, and inclusion in the digital economy
• Future of work and professional identity in marketing
• Data-driven learning and immersive educational experiences

SUBMISSION DEADLINE: April 15, 2026
*The journal also accepts papers on miscellaneous topics in its open section.

 

Monographic section December 2025 

Special issue coordinated by Mónica López Golán from the Faculty of Communication Sciences at the Universidade da Coruña (Spain) and Francisco Paniagua Rojano from the University of Málaga (Spain).

Artificial Intelligence in Service of Strategy: New Paradigms in Communication and Marketing

Artificial Intelligence (AI) is redefining how organizations design their communication and marketing strategies, driving transformations in message personalization, trend prediction, process automation, and decision-making.
Using AI-based tools, organizations can analyze large datasets to personalize audience experiences, efficiently manage relationships with various stakeholders, and optimize communication and marketing strategies in real time. In this way, AI not only enhances decision-making accuracy but also strengthens the creation of narratives aligned with institutional goals, fostering more effective strategic communication adapted to the demands of the environment. However, the use of these technologies also raises significant challenges, such as risks related to misinformation, discourse control, and opinion manipulation. These concerns highlight the need to review and update current regulations to ensure the ethical and responsible use of AI.

In this context, it is crucial to examine the implications of AI on critical aspects such as labor sustainability, algorithm transparency, and data privacy, as well as its impact on the diversity of voices in media and advertising. Equity, the protection of fundamental rights, and transparency must form the foundation of an ethical framework guiding the development and implementation of these technologies.

Finally, it is essential to promote a balance between technological innovation and social well-being so that AI-based strategies contribute not only to organizational progress but also to collective benefit. This integrative approach will allow for maximizing the opportunities AI offers while mitigating its risks, ensuring a positive and sustainable societal impact.

Proposed Topics:

1. Process automation in strategic communication
2. AI and marketing personalization
3. Predictive marketing and decision-making
4. Ethics, transparency, and regulation
5. AI in crisis management and corporate reputation
6. Privacy, data protection, and misinformation
7. AI and the construction of institutional image
8. Diversity, gender bias, and social responsibility
9. Impact on communication professionals and public service media
10. Applications in video games and startups

SUBMISSION DEADLINE: October 1, 2025
The journal accepts articles on miscellaneous topics in its open section.