AI in Assessment Example: Level 4

Marketing Campaign (Marketing, 300-level)

At this level of the five-level AI Assessment Scale (Perkins, et al., 2024) students can use AI to complete any elements of the tasks, with students directing AI to achieve the assessment goals. Assessments at this level may also require engagement with AI to achieve goals and solve problems.

Course: MKTG 305 – Marketing Strategy and Implementation

Assignment Title: Developing a Comprehensive Marketing Campaign Using AI Tools

Due Date: [Insert Due Date]

Assignment Overview:
In this assignment, you will develop a comprehensive marketing campaign for a product or service, utilizing AI tools to assist with content creation, market analysis, and strategy development. AI will play a key role in generating marketing content, analyzing market data, and suggesting strategic approaches, while you will direct the overall campaign process to achieve specific marketing goals. The goal is to leverage AI’s capabilities to enhance the effectiveness of your campaign, allowing you to focus on strategic decision-making and campaign optimization.

Objectives:

To develop a targeted and effective marketing campaign using AI tools for content creation, market analysis, and strategy development.
To critically assess AI-generated content and strategies, ensuring their alignment with the campaign’s goals.
To reflect on the role of AI in the marketing campaign process, including how you directed and managed AI’s contributions.

Instructions:

Campaign Objectives and Initial Planning:
- Select a product or service that you will focus on for your marketing campaign. Define the campaign objectives, such as increasing brand awareness, driving sales, or launching a new product.
- Plan your campaign strategy, identifying key target demographics, market segments, and the overall message you want to convey through the campaign.
AI-Assisted Market Analysis and Strategy Development:
- Use AI tools to analyze market data relevant to your campaign. AI can assist in identifying trends, consumer behavior, and competitive analysis, helping you understand the market landscape.
- Direct AI to suggest strategic approaches based on the market analysis. These strategies might include pricing models, promotional tactics, and distribution channels that align with your campaign goals.
AI-Generated Content Creation:
- Utilize AI to generate marketing content, such as social media posts, blog articles, email templates, and visual content. AI can help create content that is tailored to your target audience, ensuring consistency with the campaign’s overall message.
- Review and refine the AI-generated content to ensure that it meets the quality standards and aligns with the campaign’s objectives. Make adjustments as necessary to enhance the effectiveness of the content.
Campaign Development and Execution:
- Develop your comprehensive marketing campaign by integrating the AI-generated content, market analysis, and strategic recommendations. Your campaign should include:
  - Campaign Overview: A summary of the campaign’s objectives, target audience, and key messages.
  - Market Analysis: A detailed analysis of the market environment, including consumer insights, competitive analysis, and market trends.
  - Content Strategy: An outline of the content generated by AI, including examples of how it will be used across various marketing channels.
  - Strategic Plan: A step-by-step plan for executing the campaign, including timelines, budget considerations, and performance metrics.
Reflection and Documentation:
- Submit the AI-generated content and market analysis reports alongside your final marketing campaign. Document how AI was used throughout the process, including specific tasks AI assisted with and how you directed its outputs.
- Write a reflection (3-4 pages) discussing how AI influenced your marketing campaign. Reflect on the benefits and challenges of using AI in content creation and strategy development, and how you critically assessed AI’s contributions to ensure they met your campaign goals.
Final Submission:
- Submit your complete marketing campaign (15-20 pages), including all sections listed above, along with the AI-generated materials and the reflective piece.
- Ensure that the campaign is well-organized, clearly written, and professionally presented, with appropriate citations and references as needed.

Evaluation Criteria:

– Effectiveness and Creativity of the Campaign (35%): Demonstrating a high level of creativity and strategic thinking in developing a marketing campaign that is both targeted and effective.

– Use of AI Tools (25%): Effectively using AI for content creation, market analysis, and strategy development, with clear documentation of AI’s contributions and critical assessment of its outputs.

– Clarity and Coherence of Campaign Strategy (25%): Presenting a well-organized and clearly articulated campaign strategy that aligns with the campaign objectives and market insights.

– Reflection on AI Use (10%): Providing insightful and critical reflections on the role of AI in the campaign development process, including how AI influenced your approach and the integration of AI-generated insights into your work.

– Writing and Presentation Quality (5%): Producing a professionally written and well-presented campaign, 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, Hootsuite, Canva Pro, Google Analytics] will be provided through the university’s marketing lab. Workshops on using these tools for content creation, market analysis, and strategy development will be available during the first two weeks of the assignment period.

– Workshops and Tutorials: Attend workshops focused on AI in marketing, covering topics such as content generation, data-driven decision-making, and optimizing AI outputs for campaign effectiveness.

– Office Hours: Schedule office hours with your instructor to discuss your campaign strategy, AI tool use, and how to effectively incorporate AI-generated insights into your marketing plan.

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

– Peer Collaboration: Engage in peer review sessions where you can present your AI-generated content and campaign strategy, receiving feedback on how to refine and enhance your marketing plan.

Academic Integrity:
Your final marketing campaign must reflect your original work, with AI tools used to support your content creation and strategy development 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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