Lu, Hong Kun and Fei, Song and Noor, M. M. and Wu, Bingli (2024) Exploring the application of knowledge-enhanced large language models in automotive marketing education: A case study of ERNIE bot. Journal of Advanced Research in Technology and Innovation Management, 13 (1). pp. 1-12. ISSN 2811-4744. (Published)
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J 2024 ARFMT LuHK M.M.Noor Automotive Edu Case Study.pdf Available under License Creative Commons Attribution Non-commercial. Download (911kB) | Preview |
Abstract
With the rapid evolution of intelligent and electric vehicle technologies, the automotive industry faces significant transformation, especially in autonomous driving, connected systems, and global market integration. This shift has heightened the demand for skilled automotive marketing professionals equipped with both practical expertise and cross-cultural competence. This study explores the application of Baidu's ERNIE Bot as a knowledge-enhanced large language model in automotive marketing education. Focusing on its capabilities to innovate teaching content, optimize instructional methods, expand virtual training, and enhance cross-cultural sensitivity, we investigate ERNIE Bot’s effectiveness in preparing students for global industry challenges. Case studies illustrate ERNIE Bot’s role in guiding students through culturally tailored virtual marketing scenarios, emphasizing the importance of cultural adaptation in customer engagement and international sales. The findings suggest that knowledgeenhanced language models not only enrich educational content but also improve students’
| Item Type: | Article |
|---|---|
| Uncontrolled Keywords: | Knowledge-enhanced large language model, automotive marketing education, automotive intelligence and electrification, ERNIE Bot, vocational education |
| Subjects: | L Education > L Education (General) T Technology > T Technology (General) T Technology > TJ Mechanical engineering and machinery |
| Faculty/Division: | Faculty of Mechanical and Automotive Engineering Technology |
| Depositing User: | PM Ts. Dr. Muhamad Mat Noor |
| Date Deposited: | 07 Jan 2025 01:49 |
| Last Modified: | 07 Jan 2025 01:49 |
| URI: | http://umpir.ump.edu.my/id/eprint/43494 |
| Download Statistic: | View Download Statistics |
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