Research Article

Innovative Practice and Learning Effectiveness of Integrating AI Marketing into SPA Brand Courses: A Case Study of a Five-Year Junior College Program in Cosmetics Application Management

Number: 10 June 23, 2026

Innovative Practice and Learning Effectiveness of Integrating AI Marketing into SPA Brand Courses: A Case Study of a Five-Year Junior College Program in Cosmetics Application Management

Abstract

With the rapid development of artificial intelligence (AI), digital marketing and brand management have significantly influenced talent cultivation in the beauty and SPA industry. Traditional skill-oriented vocational education is no longer sufficient to meet the demands of industrial digital transformation. This study explored the innovative integration of AI marketing into a SPA brand management course and examined students’ learning experiences, professional competency development, and AI literacy within a five-year junior college cosmetics application and management program in Taiwan. An exploratory mixed-methods teaching practice study with a single-group course implementation was adopted. During the first half of the semester, traditional lecture-based instruction was implemented, followed by AI-integrated Project-Based Learning (PBL) activities in the second half of the course. Students applied AI tools to virtual SPA brand development, marketing copywriting, presentation design, visual content creation, and video production. Participants included 29 students. Quantitative data were collected using a five-point Likert-scale questionnaire consisting of three dimensions: AI tool learning, AI application scenarios, and future expectations of AI. Qualitative data were obtained from stage-based student interviews and reflective feedback collected at the beginning, middle, and final stages of the course. The findings indicated that all three dimensions achieved mean scores above 4.0, reflecting highly positive student perceptions toward AI-integrated SPA brand instruction. Among the dimensions, AI tool learning demonstrated the highest performance, particularly in AI-assisted copywriting and presentation design. Reliability analysis showed high internal consistency across all dimensions. Qualitative findings further revealed that students gradually progressed from initial unfamiliarity with AI toward practical application, workplace imagination, and critical reflection on AI ethics and information credibility. This study highlights the potential of integrating AI marketing into SPA brand courses to enhance students’ digital application abilities, contextual learning experiences, and career-oriented thinking, while supporting the development of AI literacy and curriculum innovation in vocational education.

Keywords

Supporting Institution

This study received financial support from the Teaching Innovation Grant Program of Cardinal Tien Junior College of Healthcare and Management under the project entitled “AI Marketing and Brand Building: Developing Digital Potential for the SPA Industry” (Project No. 114-Teaching Innovation Grant-15). The Department of Styling and Cosmetology, Tainan University of Technology, provided voluntary assistance with research data analysis and academic support without external compensation.

Project Number

114-Teaching Innovation Grant-15

Ethical Statement

This study adhered to academic research ethics and maintained instructional neutrality and research rigor throughout the research and teaching implementation processes. The educational rights, learning autonomy, and privacy of all participating students were fully respected to ensure compliance with ethical standards in educational research.

Thanks

The authors sincerely express their gratitude to the Editor-in-Chief and the anonymous reviewers of the Journal of AI for their valuable comments and professional suggestions. Their insightful feedback greatly contributed to improving the research framework, data analysis, educational implications, and overall academic quality of this manuscript.

References

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Details

Primary Language

English

Subjects

Satisfiability and Optimisation

Journal Section

Research Article

Publication Date

June 23, 2026

Submission Date

March 12, 2026

Acceptance Date

June 5, 2026

Published in Issue

Year 2026 Number: 10

APA
Yeh, J. H., & Kuo, M.-P. (2026). Innovative Practice and Learning Effectiveness of Integrating AI Marketing into SPA Brand Courses: A Case Study of a Five-Year Junior College Program in Cosmetics Application Management. Journal of AI, 10, 167-186. https://doi.org/10.61969/jai.1908263
AMA
1.Yeh JH, Kuo MP. Innovative Practice and Learning Effectiveness of Integrating AI Marketing into SPA Brand Courses: A Case Study of a Five-Year Junior College Program in Cosmetics Application Management. Journal of AI. 2026;(10):167-186. doi:10.61969/jai.1908263
Chicago
Yeh, Ju Hsuan, and M.-P. Kuo. 2026. “Innovative Practice and Learning Effectiveness of Integrating AI Marketing into SPA Brand Courses: A Case Study of a Five-Year Junior College Program in Cosmetics Application Management”. Journal of AI, nos. 10: 167-86. https://doi.org/10.61969/jai.1908263.
EndNote
Yeh JH, Kuo M-P (June 1, 2026) Innovative Practice and Learning Effectiveness of Integrating AI Marketing into SPA Brand Courses: A Case Study of a Five-Year Junior College Program in Cosmetics Application Management. Journal of AI 10 167–186.
IEEE
[1]J. H. Yeh and M.-P. Kuo, “Innovative Practice and Learning Effectiveness of Integrating AI Marketing into SPA Brand Courses: A Case Study of a Five-Year Junior College Program in Cosmetics Application Management”, Journal of AI, no. 10, pp. 167–186, June 2026, doi: 10.61969/jai.1908263.
ISNAD
Yeh, Ju Hsuan - Kuo, M.-P. “Innovative Practice and Learning Effectiveness of Integrating AI Marketing into SPA Brand Courses: A Case Study of a Five-Year Junior College Program in Cosmetics Application Management”. Journal of AI. 10 (June 1, 2026): 167-186. https://doi.org/10.61969/jai.1908263.
JAMA
1.Yeh JH, Kuo M-P. Innovative Practice and Learning Effectiveness of Integrating AI Marketing into SPA Brand Courses: A Case Study of a Five-Year Junior College Program in Cosmetics Application Management. Journal of AI. 2026;:167–186.
MLA
Yeh, Ju Hsuan, and M.-P. Kuo. “Innovative Practice and Learning Effectiveness of Integrating AI Marketing into SPA Brand Courses: A Case Study of a Five-Year Junior College Program in Cosmetics Application Management”. Journal of AI, no. 10, June 2026, pp. 167-86, doi:10.61969/jai.1908263.
Vancouver
1.Ju Hsuan Yeh, M.-P. Kuo. Innovative Practice and Learning Effectiveness of Integrating AI Marketing into SPA Brand Courses: A Case Study of a Five-Year Junior College Program in Cosmetics Application Management. Journal of AI. 2026 Jun. 1;(10):167-86. doi:10.61969/jai.1908263

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