Evaluating the Effectiveness of a Digital and Generative AI-Supported New Media Marketing Module on Learning Engagement and Satisfaction Among Vocational College Students: A Mixed-Methods Study

Abstract

Against the backdrop of digital transformation and the rapid development of generative artificial intelligence (AI), higher vocational education faces new opportunities and challenges in cultivating applied marketing talent. To address this need, this study constructed and implemented a new media marketing module that integrates digital learning resources and generative AI tools, and systematically evaluated its effectiveness in improving student learning engagement and satisfaction. The study employed a mixed research design: The quantitative component measured student engagement and satisfaction at different stages of the module through four questionnaires (N=80) and conducted descriptive statistical analysis to examine trends over time. The qualitative component, through semi-structured interviews with 6 students, explored their experiences and perceptions of AI-assisted learning. The results showed that student engagement and satisfaction showed an overall upward trend throughout the module's implementation. Generative AI played a positive role in personalized feedback, creative support, and practical value, but also faced certain technical dependencies and adaptability challenges. This study provides empirical evidence for the application of generative AI in higher vocational education and offers a reference for pedagogical reform and innovative practice in new media marketing courses.