Presentation Schedule
Designing AI-Supported Assessment in Marketing Education (109204)
Session: On Demand
Room: Virtual Video Presentation
Presentation Type:Virtual Presentation
Generative artificial intelligence (AI) is rapidly transforming professional practice across marketing and creative industries, creating new challenges for higher education in preparing students for AI-enabled workplaces. While many institutional responses emphasise restricting AI use in assessment, an alternative pedagogical approach involves designing assessments that integrate AI tools in ways that support learning while maintaining academic integrity. This paper investigates the design and implementation of AI-supported assessment within marketing education. Drawing on perspectives from digital pedagogy and authentic assessment, the study examines the integration of generative AI tools into assessment tasks within an undergraduate marketing module delivered across two academic years (2024/25 and 2025/26) involving over 150 students. Students develop marketing campaign plans for real industry clients through written reports and video presentations while using AI tools for idea generation, creative exploration, and content development, including producing mock-ups such as music or multimedia concepts. Students are required to critically evaluate, refine, and reflect on AI-generated outputs as part of the assessment process, ensuring that AI supports rather than replaces independent reasoning and analytical judgement. Using a reflective case study approach drawing on student feedback, assessment artefacts, and teaching reflections, the study explores how structured integration of generative AI influences student engagement, creativity, and critical evaluation skills. The findings highlight how AI-supported assessment design can enhance digital literacy and pedagogical innovation while preparing students for AI-mediated professional environments.
Authors:
Ying Wu, University of Dundee, United Kingdom
Andrew Ross, University of Dundee, United Kingdom
Malcolm Stewart, University of Stirling, United Kingdom
Fahima Alam, Queen Mary University of London, United Kingdom
About the Presenter(s)
Dr. Ying Wu is currently a Lecturer in Marketing at the University of Dundee School of Business (UDSB).
See this presentation on the full schedule – On Demand Schedule
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