The Caic (“Cake”) Framework
Reimagining Digital Media Strategy Pedagogy With Artificial Intelligence
Bibliographic Data
| ID | 22421152 |
|---|---|
| Authors | Quan Xie (0000-0001-6886-1489, Southern Methodist University, corresponding author) |
| Year | 2026 |
| Publication date | 2026-05-06 |
| Peer Reviewed | Yes |
| Open Access | Yes |
| Type | ARTICLE |
| Venue | Journal of Advertising Education (JOURNAL) |
| Journal identifiers | ISSN: 1098-0482 • E-ISSN: 2516-1873 |
| Publisher | SAGE Publications (PUBLISHER • US) |
| DOI | 10.1177/10980482261448123 |
| OpenAlex | W7160428368 |
| Language | EN |
| References cited | 14 |
This article introduces the CAIC framework (Consumer journey mapping, AI integration, Innovative media mix, and Collaboration) as a pedagogical response to fundamental shifts in digital media planning driven by Artificial Intelligence (AI) and platform proliferation. It outlines the framework’s implementation through a structured curriculum, applied exercises, and experiential client projects designed to cultivate the essential media planner competencies. The paper presents CAIC as a foundational model to advance advertising education for an increasingly automated and complex media landscape.
Digital Learning · Digital media · Experiential learning · Learning styles · Planner · AI in Service Interactions · Management and Marketing Education · Marketing and Advertising Strategies
| Citation velocity | historical |
|---|---|
| Highly cited | No |