Advances in Consumer Research
Issue 6 : 34-39 doi: https://doi.org/10.5281/zenodo.20587855
Original Article
Rethinking The Classroom In The Age Of Artificial Intelligence: Why Analytical And Application-Based Learning Is The Sustainable Path Forward An Empirical Study Of Faculty Perceptions And Student Learning Behaviors
1
DES’s Jayshree Sharadchandra Kothari Business School.
Abstract

Generative artificial intelligence has reshaped how learners access information, prompting a fundamental re-examination of what constitutes meaningful education. This study investigates whether analytical and application-oriented learning retains — or amplifies — its pedagogical value when conceptual knowledge is instantly accessible through AI tools. Based on primary data collected from 78 students participating in post-graduate management and commerce programs and 25 faculty members, the study finds a strong and convergent preference for applied learning in both groups. Students rate real-world examples as their highest engagement trigger (4.64/5), but faculty observations based on responses show that student engagement in application-based sessions (mean score 4.44/5) significantly exceeds engagement in concept-delivery sessions (3.92/5). Crucially, compared to written theoretical exams, 94% of students favor practical, case-based, or hybrid grading methods. In contrast to the notion that AI encourages cognitive passivity, 69% of students actively participate in comprehending explanations after receiving prompt responses. Together, these results bolster a key claim: analytical learning is not just adaptable to the AI era but also the most sustainable approach to education. A number of evidence-based recommendations for curriculum redesign and assessment reform are made in this study

Keywords
Recommended Articles
Original Article
Investigating the Key Factors Affecting Consumers’ Purchase Intention Toward Sustainable Fashion Products
Original Article
Digital Teaching Challenges and Technostress: Post-COVID Mental Well-Being of Teachers in Odisha
Original Article
A systematic review on the role of emotional regulation and artificial intelligence in consumer engagement
...
Original Article
A Study On The Impact Of Technology-Driven Crm On Revenue Enhancement For Long-Term Organizational Sustainability
...
Loading Image...
Volume 3, Issue 6
Citations
138 Views
114 Downloads
Share this article
© Copyright Advances in Consumer Research