생성형 AI 활용 예비창업자 대상 브랜드디자인 교육 프레임워크 구안 연구- 효과이론(Effectuation) 및 SAMR 모형을 중심으로 -

This study aims to explore new directions for entrepreneurship education in the age of generative AI by developing a brand design education framework for pre-entrepreneurs and examining its practical applicability. For this purpose, a theoretical framework was established by integrating Effectuation theory from entrepreneurship studies and the SAMR model from educational technology, adopting an exploratory research method based on a literature review. The research resulted in the development of a four-stage cyclical learning framework grounded in the 'resource efficiency maximization' perspective of Effectuation and the 'transformative' perspective of the SAMR model. This framework comprises the stages: 'Means-based Exploration' → 'Low-cost Prototyping' → 'Co-creation through Interaction' → 'Redefinition'. To demonstrate the framework's practical utility, a 15-week curriculum model was presented as a case study, designed in conjunction with the industrial ecosystem of Jung-gu, Seoul. The theoretical significance of this study lies in establishing a systematic educational foundation for cultivating 'entrepreneurial brand design competency' for pre-entrepreneurs in the AI era through an interdisciplinary integration of entrepreneurship(Effectuation), educational technology(SAMR), and design(brand design) theories. It also holds practical value by proposing a concrete curriculum plan that can serve as a blueprint for course design in educational settings. This study’s exploratory nature requires systematic empirical research to validate validity and effectiveness.