AI in Assessment Example: Level 2

Marketing Plan (Business, 200-level)

At this “AI Planning” level of the five-level AI Assessment Scale (Perkins, et al., 2024) students may use Al for pre-task activities such as brainstorming, outlining and initial research. This level focuses on the effective use of Al for planning, synthesis, and ideation, but assessments should emphasize the ability to develop and refine these ideas independently.

Course: BUS 220 – Principles of Marketing

Assignment Title: Creating a Marketing Plan for a New Product Launch Using AI Planning

Due Date: [Insert Due Date]

Assignment Overview:
In this assignment, you will develop a comprehensive marketing plan for a new product launch. AI tools will assist you in brainstorming target demographics and structuring the overall plan. The AI-generated ideas and structure will serve as a foundation, but you are responsible for refining these elements and developing a strategic and coherent marketing plan. This assignment emphasizes the role of AI in the planning stages, guiding you in organizing your thoughts and laying the groundwork for a well-rounded marketing strategy.

Objectives:

To create a well-structured marketing plan for a new product launch, using AI tools to assist with brainstorming and organizing ideas.
To refine AI-generated insights and structure into a coherent and strategic marketing plan.
To reflect on how AI contributed to the planning process and how you independently developed and refined the final plan.

Instructions:

Product Selection and Market Research:
- Select a new product that you will focus on for your marketing plan. This product can be real or hypothetical, but it should be one that has clear target demographics and market potential.
- Conduct initial market research to gather background information on the product’s industry, competitors, and potential customer base.
AI-Assisted Brainstorming and Structuring:
- Use AI tools to brainstorm potential target demographics for your product. AI can assist in identifying key consumer segments, analyzing market trends, and suggesting potential marketing channels.
- Allow AI to help structure the marketing plan by providing a framework that includes sections such as market analysis, marketing objectives, target demographics, marketing mix strategies (product, price, place, promotion), and performance metrics.
Critical Refinement and Development:
- Critically evaluate the AI-generated brainstorming notes and plan structure. Refine the target demographic analysis to ensure it is specific, actionable, and aligned with the product’s unique selling proposition (USP).
- Develop the strategic content of the marketing plan independently, expanding on the AI-generated structure. This includes defining clear marketing objectives, crafting a detailed marketing mix strategy, and outlining how you will measure the success of the campaign.
Writing the Final Marketing Plan:
- Write your final marketing plan (8-10 pages), ensuring that it is well-organized, clearly written, and strategically sound. The plan should include:
  - Executive Summary: A brief overview of the marketing plan, highlighting the product, target market, and key strategies.
  - Market Analysis: An analysis of the market environment, including industry trends, competitive landscape, and consumer behavior.
  - Marketing Objectives: Clear and measurable objectives that the marketing plan aims to achieve.
  - Target Demographics: A detailed description of the target customer segments, including demographics, psychographics, and buying behavior.
  - Marketing Mix Strategies: A comprehensive plan for the product, pricing, distribution channels, and promotional activities.
  - Performance Metrics: A set of metrics to evaluate the success of the marketing campaign, including sales targets, market share, and return on investment (ROI).
Reflection and Documentation:
- Submit the AI-generated brainstorming notes alongside your final marketing plan. Document how AI helped in the initial planning stages, and explain the changes and additions you made to create the final strategy.
- Write a reflection (2-3 pages) discussing how AI influenced your planning process. Reflect on the benefits and limitations of using AI for brainstorming and structuring the plan, including how you refined and developed the AI-generated ideas into a coherent marketing strategy.
Final Submission:
- Submit your complete marketing plan, including all required sections, along with the AI-generated brainstorming notes and your reflective piece.
- Ensure that the plan is well-organized, clearly written, and professionally presented, with appropriate citations where necessary.

Evaluation Criteria:

– Quality and Strategic Coherence of Marketing Plan (35%): Demonstrating a thorough understanding of the product and market, with a well-defined target demographic, clear marketing objectives, and a cohesive marketing strategy.

– Critical Engagement with AI Tools (25%): Effectively using AI to brainstorm and structure the marketing plan, with a clear demonstration of how you refined and expanded AI-generated content.

– Clarity and Organization of Plan (20%): Presenting a well-organized and clearly articulated marketing plan that effectively communicates your strategy and marketing mix.

– Reflection on AI Planning (15%): Providing insightful reflections on how AI assisted in the planning process, including how you modified and improved the AI-generated ideas.

– Writing and Presentation Quality (5%): Producing a professionally written and well-presented marketing plan, with attention to clarity, formatting, and adherence to academic standards.

Support Resources:

– AI Tools and Software: Access to AI tools such as [specify tools, e.g., HubSpot, Google Trends, AnswerThePublic] will be provided through the university’s business lab. Tutorials on using these tools for brainstorming target demographics and structuring marketing plans will be available at the beginning of the assignment period.

– Workshops and Tutorials: Attend workshops focused on AI-assisted marketing planning, covering techniques for target market analysis, strategic planning, and refining AI-generated content.

– Office Hours: Schedule office hours with your instructor to discuss your marketing plan topic, AI tool use, and strategies for refining and expanding AI-generated ideas.

– Library Resources: The university library offers access to business journals, marketing reports, and relevant databases. Librarians can assist you in finding sources and navigating AI tools for marketing planning.

– Peer Collaboration: Participate in peer review sessions where you can present your AI-assisted outline and receive feedback on how to refine and enhance your marketing plan.

Academic Integrity:
Your final marketing plan must reflect your original work, with AI tools used to support the brainstorming and structuring process. Misuse of AI to generate unoriginal content or failure to critically engage with AI-generated outputs will be considered a violation of academic integrity. All AI tools and methods used must be properly documented and critically assessed in your reflection.

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