AI in Assessment Example: Level 4

Marketing Campaign Design (Business)

At this level “Full AI” 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.

Assignment Title: Developing a Marketing Campaign for [Product Name]

Course: Marketing 485: Strategic Marketing

Due Date: [Insert Due Date]

Assignment Overview:
In this assignment, you will develop a comprehensive marketing campaign for a new product. AI tools can be used throughout the process, from market research and creative strategy development to designing promotional materials and drafting content. The objective is to integrate AI capabilities into your marketing strategy, enhancing creativity, and analytical depth.

Objectives:

To develop a strategic marketing campaign for a new product.
To use AI tools to support market research, strategy development, and content creation.
To critically evaluate and refine AI-generated marketing materials.

Instructions:

Market Research:
- Use AI to conduct market research, identifying target audiences, analyzing competitor strategies, and generating insights into market trends.
- Evaluate the accuracy and relevance of AI-generated research, selecting key insights to inform your marketing strategy.
Creative Strategy Development:
- Utilize AI to brainstorm and develop creative strategies for the campaign, including brand messaging, promotional tactics, and content ideas.
- Refine AI-generated strategies, ensuring alignment with your product’s brand identity and marketing goals.
Content Creation and Design:
- Use AI tools to design promotional materials, such as advertisements, social media posts, and email campaigns. AI can also assist in drafting content for various channels.
- Critically assess AI-generated content and designs, making necessary revisions to maintain brand consistency and campaign effectiveness.
Campaign Plan and Presentation:
- Compile your research, strategy, and content into a comprehensive marketing campaign plan (10-15 pages). AI can assist in organizing the plan and ensuring clarity in communication.
- Prepare a presentation (10-15 minutes) summarizing your campaign strategy and showcasing key promotional materials. AI-generated visuals and content should be prominently featured.
Reflective Commentary:
- Write a reflective commentary (2-3 pages) discussing how AI was used throughout the campaign development process. Reflect on how AI influenced your creative decisions, the challenges you faced, and the strategies you used to ensure the effectiveness of AI-generated content.
- Include AI-generated materials and drafts as an appendix to your campaign plan.

Evaluation Criteria:

– Market Research and Insights (20%): Effectively using AI to gather and analyze market data, with a critical selection of relevant insights.

– Creative Strategy and Content (30%): Developing innovative marketing strategies and high-quality content with AI support.

– Campaign Plan Quality (30%): Presenting a well-organized, comprehensive, and persuasive marketing campaign plan.

– Presentation (10%): Delivering a clear, engaging, and visually compelling presentation.

– Reflective Commentary (10%): Providing thoughtful reflection on AI’s role in campaign development and critical engagement with AI-generated materials.

Academic Integrity:
Ensure all AI-generated content is critically evaluated, properly cited if necessary, and meaningfully integrated.

Support and Resources:
If you have any questions about the assignment or need support in using AI tools, please reach out during office hours or schedule an appointment. Additional resources on critical use of AI in historical research are available on the course website.

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