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Assessment overview for BU1108 Marketing Matters

To successfully complete this subject, you must:

· Achieve an overall percentage of 50% or higher, and

· Complete at least 80% of the assessment requirements. Failure to do so will result in a failing grade (F)

Assessment 1

Assessment title	Multimedia Production (TikTok Video)
Aligned subject learning outcomes	· Understand the fundamental marketing principles and how they relate to business · Successfully deliver a persuasive presentation in the form of a marketing pitch
Weighting and due date	15% Due Week 4 LearnJCU Sunday 11:59pm
Individual or Group	Individual
Word or time limit	1-3 minutes
Requirements for successful completion of this assessment item	To successfully complete Assessment Item 1, students must create a 1-3 minute TikTok-style video that demonstrates their understanding of the 7 Principles of Marketing, ensuring clear and engaging presentation, adherence to video guidelines, and proper use of digital tools and storytelling techniques
Generative AI use	Generative AI tools are restricted in this assessment item In this assessment, you can use Generative Artificial Intelligence (GenAI) in order to restricted to research and image generation (must declare any use) only. Any use of generative AI must be appropriately acknowledged and include a Declaration of AI-Generated Material.

Assessment 1: Description

Purpose: This task is designed to help you demonstrate your understanding of the 7 Principles of Marketing (Product, Price, Place, Promotion, People, Process, Physical Evidence) in a creative and interactive way. You will create a TikTok video that is 1-3 minutes long, showcasing your grasp of these key marketing principles.

Objectives

· Demonstrate your understanding of the 7 Principles of Marketing.

· Engage with the content in a creative and interactive manner.

· Develop skills in digital content creation and social media marketing.

Topics to Cover

Your video should focus on one or more of the following 7 Principles of Marketing:

· Product: Explain the importance of the product in the marketing mix and how it meets customer needs.

· Price: Discuss pricing strategies and how price affects consumer perception and demand.

· Place: Describe distribution channels and how they impact product availability and customer convenience.

· Promotion: Highlight promotional strategies used to communicate with and persuade customers.

· People: Emphasize the role of people in delivering and enhancing the customer experience.

· Process: Explain the processes involved in delivering a product or service to the customer.

· Physical Evidence: Discuss the tangible elements that support the service delivery and create a positive customer experience.

Instructions

Plan Your Content:

· Choose one or more of the 7 Principles of Marketing to focus on.

· Outline the main points you want to cover in your video.

· Think about how you can present these points in an engaging and creative way.

· Create a reference list to build credibility to your research and upload it with your video link.

Create Your TikTok Video:

· Introduction: Start with a brief introduction of yourself and the principle(s) you will be covering.

· Content: Present the key concepts in a clear and concise manner. Use examples, visuals, and creative elements to make your video engaging.

· Conclusion: Summarize the main points and end with a call to action or a thought-provoking question.

Technical Requirements:

· Length: Your video should be between 1-3 minutes long.

· Format: Use Panopto, Canva, the TikTok app or any other product to create your video. You can use filters, effects, and music to enhance your content.

· Appearance: You must appear in your video.

· Quality: Ensure your video is clear, with good lighting and sound quality.

Submission:

· Submit the link to your TikTok video along with your reference to LearnJCU by pasting a link into a word document – do not post video.

Tips for Creating a Great TikTok Video

· Be Creative: Use TikTok's features to make your video visually appealing and engaging.

· Be Clear: Make sure your content is easy to understand and follow.

· Be Concise: Keep your video within the 1-3 minute time frame.

· Be Yourself: Let your personality shine through in your video.

GenAI Use: Restricted to research and image generation (must declare any use).

Assessment Criteria

Your video will be assessed based on the following criteria:

· Content: Relevance and accuracy of the information presented.

· Creativity: Use of creative elements to engage the audience.

· Clarity: Clear and concise presentation of the key concepts.

· Technical Quality: Video and audio quality, use of video recording features.

Assessment 2

Assessment title	Practical Skills Demonstration
Aligned subject learning outcomes	· Understand the fundamental marketing principles and how they relate to business · Conduct business analysis to identify business opportunities · Work collaboratively as part of a team to deliver an outcome
Weighting and due date	35% Due Week 7 LearnJCU Sunday 11:59pm
Individual or Group	Group
Word or time limit	1000
Requirements for successful completion of this assessment item	To successfully complete Assessment Item 2, students must work in groups to design three marketing artifacts, such as a blog post, Facebook post, Instagram post, LinkedIn post, short editorial, flyer, email campaign, or TikTok storyboard.
Generative AI use	Generative AI tools are restricted in this assessment item In this assessment, you can use Generative Artificial Intelligence (GenAI) in order to restricted to paraphrasing, editing, and image generation (must declare any use) only. Any use of generative AI must be appropriately acknowledged and include a Declaration of AI-Generated Material.

Assessment 2: Description

Purpose: The purpose of this assessment is to demonstrate your understanding of marketing theory through real-life application. You will work in groups to design three marketing artifacts that showcase your ability to apply marketing concepts creatively and effectively.

Objectives

· Apply marketing theory to create practical marketing artifacts.

· Demonstrate creativity and innovation in marketing design.

· Collaborate effectively within a group to produce high-quality work.

Task Description

In this assessment, you will work in groups to design three marketing artifacts. These artifacts can be any combination of the following:

Assessment 3

Assessment title	Critical Analysis of AI reporting
Aligned subject learning outcomes	· Understand the fundamental marketing principles and how they relate to business · Conduct business analysis to identify business opportunities · Work collaboratively as part of a team to deliver an outcome
Weighting and due date	50% Due Week 10 LearnJCU Sunday 11:59pm
Individual or Group	Individual and Group
Word or time limit	1000
Requirements for successful completion of this assessment item	To successfully complete Assessment Item 3, students must work in groups to generate a business analysis report using AI tools and individually write a 1000-word reflection critically analysing the AI's performance and outputs
Generative AI use	Generative AI tools are not restricted for this assessment item In this assessment, you can use Generative Artificial Intelligence (GenAI) to assist you in any way. Any use of generative AI must be appropriately acknowledged and include a Declaration of AI-Generated Material.

Assessment 3: Description

Purpose: The purpose of this assessment is to reflect on the use of AI and its outputs in marketing analysis. Students will work in groups to generate a business analysis report using AI tools and individually write a 1000-word reflection critically analysing the AI's performance and outputs.

Deliverables

· AI-generated Business Analysis Report (Group Work)

· 1000-word Individual Reflection (Individual Work)

Instructions

AI-generated Business Analysis Report (Group Work)

Form Groups:

· Form groups of 3-4 students.

· Ensure that each group member contributes equally to the project.

Select a Business Case:

· Choose a business case or scenario relevant to marketing analysis.

· Ensure that the case provides sufficient data and context for analysis.

Use AI Tools:

· Utilize AI tools to generate a business analysis report.

· The report should include key marketing insights, data analysis, and recommendations based on the AI's outputs.

Compile the Report:

· Organize the AI-generated content into a coherent and well-structured report.

· Include an introduction, analysis, recommendations, and conclusion.

· Ensure that the report is professionally formatted and free of errors.

1000-word Individual Reflection (Individual Work)

Reflect on the AI's Performance:

· Critically analyse the AI's performance in generating the business analysis report.

· Consider the accuracy, relevance, and quality of the AI's outputs.

Evaluate the AI's Strengths and Limitations:

· Identify the strengths and limitations of the AI tools used.

· Discuss how the AI's outputs compared to human-generated analysis.

Discuss Ethical and Practical Implications:

· Reflect on the ethical and practical implications of using AI in marketing analysis.

· Consider issues such as data privacy, bias, and the role of human judgment.

Provide Recommendations:

· Offer recommendations for improving the use of AI in marketing analysis.

· Suggest ways to enhance the collaboration between AI and human analysts.

Write the Reflection:

· Write a 1000-word reflection based on your analysis and insights.

· Ensure that your reflection is well-organized, clear, and free of errors.

Submission:

· Each group submits the Business Analysis Report to the Assessment 3 Group Drop Box

· Each individual submits their reflection to the Assessment 3 Individual Drop Box.

· Ensure that all group members' names are included on the cover page.

· Upload your submission to the course's online platform by the due date.

· Each group member will receive the same mark for the group component of the assessment

· Each group member will receive an individual mark for the individual contribution.

· All marks will be reflected in the grading rubric for a single assessment.

Assessment Criteria

· Your assessment will be evaluated based on the following criteria:

Group Work (AI-generated Business Analysis Report) (1500 words):

· Group Application of AI Tools: Effective use of AI tools to generate relevant and accurate business analysis.

· Group Quality of Analysis: Depth and quality of the marketing insights, data analysis, and recommendations.

· Group Collaboration: Equal contribution and effective collaboration within the group.

Individual Work (1000-word Reflection):

· Individual Critical Analysis: Depth and quality of the critical analysis of the AI's performance and outputs.

· Individual Evaluation of Strengths and Limitations: Insightful evaluation of the AI's strengths and limitations.

· Individual Discussion of Ethical and Practical Implications: Thoughtful reflection on the ethical and practical implications of using AI.

· Individual Recommendations: Practical and well-supported recommendations for improving AI use in marketing analysis.