Enhancing Assessment and Feedback: A Case Study Compendium:Authentic Assessment: The Current and Future Role of AI in Marketing Strategies

Tools

Curtis, Lucill (2025) Enhancing Assessment and Feedback: A Case Study Compendium:Authentic Assessment: The Current and Future Role of AI in Marketing Strategies. In: Enhancing Assessment and Feedback: A Case Study Compendium. AdvanceHE, pp. 81-86.

[thumbnail of Enhancing_assessment_feedback_case_study_compendium_Oct_2025_1761643545]
Preview
 PDF (Enhancing_assessment_feedback_case_study_compendium_Oct_2025_1761643545) - Published Version
Download (2MB) | Preview

Abstract

This is a case study focusing on the integration of generative AI (GAI) into authentic formative and summative assessments, as part of an MBA module, Marketing and Customer Focus. The aim is to ascertain, develop and align candidate’s existing GAI capabilities with the requirements of ‘real world’ companies developing marketing strategies.The students on the module are a combination of part-time executive MBA and senior level apprenticeship (SLA) candidates.

Item Type: Book Section
Faculty \ School: Faculty of Social Sciences > Norwich Business School
UEA Research Groups: Faculty of Social Sciences > Research Groups > Marketing
Related URLs:
Depositing User: LivePure Connector
Date Deposited: 28 Nov 2025 10:30
Last Modified: 28 Nov 2025 10:30
URI: https://ueaeprints.uea.ac.uk/id/eprint/101126
DOI: file:///Users/lucill/Desktop/NBS/Scholarship%20/Advance%20HE%20Assessment%20and%20Feedback%202025/Enhancing_assessment_feedback_case_study_compendium_Oct_2025_1761643545.pdf

Downloads

Downloads per month over past year

Actions (login required)

View Item View Item