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

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.