Blockly-AI into Marketing Education: Teaching AI to Non-STEM Students

• In Event: AERA Roundtable Session Thursday 2:15 pm - Gold 4
  In Roundtable Session: AI-Enabled Curriculum and Pathways in Computing and Beyond

Abstract

This paper introduces Blockly-AI, a novel tool designed to enhance data science education for non-STEM students, specifically graduate marketing students at a major Brazilian university. Recognizing the common struggles non-STEM learners face with programming and data analysis, this study investigates if a block-based visual programming tool can improve their AI concept learning. Built on Google Blockly, Blockly-AI simplifies complex AI/ML concepts through an intuitive drag-and-drop interface, making data science more accessible and approachable. A quasi-experimental study, utilizing pre- and post-surveys and the Difference-in-Differences method, compared a control group with an experimental group that used Blockly-AI. Results indicate Blockly-AI effectively demystifies AI for non-STEM students, bridging the gap between complex AI and practical applications, with potential for broader adoption in non-technical fields.

Authors

• Luiz Barboza, Florida International University

• Yeonji Jung, Texas A&M University