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

Lucill Curtis

doi:file:///Users/lucill/Desktop/NBS/Scholarship%20/Advance%20HE%20Assessment%20and%20Feedback%202025/Enhancing_assessment_feedback_case_study_compendium_Oct_2025_1761643545.pdf

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

Lucill Curtis

Research output: Chapter in Book/Report/Conference proceeding › Chapter (peer-reviewed) › peer-review

6 Downloads (Pure)

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.

Original language	English
Title of host publication	Enhancing Assessment and Feedback: A Case Study Compendium
Subtitle of host publication	Authentic Assessment: The Current and Future Role of AI in Marketing Strategies
Editors	Stuart Norton, Vic Stephenson
Publisher	AdvanceHE
Chapter	3
Pages	81-86
Number of pages	5
DOIs	https://doi.org/file:///Users/lucill/Desktop/NBS/Scholarship%20/Advance%20HE%20Assessment%20and%20Feedback%202025/Enhancing_assessment_feedback_case_study_compendium_Oct_2025_1761643545.pdf
Publication status	Published - 28 Oct 2025

Access to Document

file:///Users/lucill/Desktop/NBS/Scholarship%20/Advance%20HE%20Assessment%20and%20Feedback%202025/Enhancing_assessment_feedback_case_study_compendium_Oct_2025_1761643545.pdf

Enhancing_assessment_feedback_case_study_compendium_Oct_2025_1761643545Final published version, 2.6 MB

Cite this

Curtis, L. (2025). Enhancing Assessment and Feedback: A Case Study Compendium: Authentic Assessment: The Current and Future Role of AI in Marketing Strategies. In S. Norton, & V. Stephenson (Eds.), Enhancing Assessment and Feedback: A Case Study Compendium: Authentic Assessment: The Current and Future Role of AI in Marketing Strategies (pp. 81-86). Article 12 AdvanceHE. https://doi.org/file:///Users/lucill/Desktop/NBS/Scholarship%20/Advance%20HE%20Assessment%20and%20Feedback%202025/Enhancing_assessment_feedback_case_study_compendium_Oct_2025_1761643545.pdf

@inbook{563b9683ad3b47e692d884cf08a74527,

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

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{\textquoteright}s existing GAI capabilities with the requirements of {\textquoteleft}real world{\textquoteright} companies developing marketing strategies.The students on the module are a combination of part-time executive MBA and senior level apprenticeship (SLA) candidates.",

author = "Lucill Curtis",

year = "2025",

month = oct,

day = "28",

doi = "file:///Users/lucill/Desktop/NBS/Scholarship\%20/Advance\%20HE\%20Assessment\%20and\%20Feedback\%202025/Enhancing\_assessment\_feedback\_case\_study\_compendium\_Oct\_2025\_1761643545.pdf",

language = "English",

pages = "81--86",

editor = "Stuart Norton and Vic Stephenson",

booktitle = "Enhancing Assessment and Feedback: A Case Study Compendium",

publisher = "AdvanceHE",

}

Curtis, L 2025, Enhancing Assessment and Feedback: A Case Study Compendium: Authentic Assessment: The Current and Future Role of AI in Marketing Strategies. in S Norton & V Stephenson (eds), Enhancing Assessment and Feedback: A Case Study Compendium: Authentic Assessment: The Current and Future Role of AI in Marketing Strategies., 12, AdvanceHE, pp. 81-86. https://doi.org/file:///Users/lucill/Desktop/NBS/Scholarship%20/Advance%20HE%20Assessment%20and%20Feedback%202025/Enhancing_assessment_feedback_case_study_compendium_Oct_2025_1761643545.pdf

Enhancing Assessment and Feedback: A Case Study Compendium: Authentic Assessment: The Current and Future Role of AI in Marketing Strategies. / Curtis, Lucill.
Enhancing Assessment and Feedback: A Case Study Compendium: Authentic Assessment: The Current and Future Role of AI in Marketing Strategies. ed. / Stuart Norton; Vic Stephenson. AdvanceHE, 2025. p. 81-86 12.

Research output: Chapter in Book/Report/Conference proceeding › Chapter (peer-reviewed) › peer-review

TY - CHAP

T1 - Enhancing Assessment and Feedback: A Case Study Compendium

T2 - Authentic Assessment: The Current and Future Role of AI in Marketing Strategies

AU - Curtis, Lucill

PY - 2025/10/28

Y1 - 2025/10/28

N2 - 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.

AB - 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.

UR - https://www.advance-he.ac.uk/knowledge-hub/enhancing-assessment-and-feedback-case-study-compendium-2025

U2 - file:///Users/lucill/Desktop/NBS/Scholarship%20/Advance%20HE%20Assessment%20and%20Feedback%202025/Enhancing_assessment_feedback_case_study_compendium_Oct_2025_1761643545.pdf

DO - file:///Users/lucill/Desktop/NBS/Scholarship%20/Advance%20HE%20Assessment%20and%20Feedback%202025/Enhancing_assessment_feedback_case_study_compendium_Oct_2025_1761643545.pdf

M3 - Chapter (peer-reviewed)

SP - 81

EP - 86

BT - Enhancing Assessment and Feedback: A Case Study Compendium

A2 - Norton, Stuart

A2 - Stephenson, Vic

PB - AdvanceHE

ER -

Curtis L. Enhancing Assessment and Feedback: A Case Study Compendium: Authentic Assessment: The Current and Future Role of AI in Marketing Strategies. In Norton S, Stephenson V, editors, Enhancing Assessment and Feedback: A Case Study Compendium: Authentic Assessment: The Current and Future Role of AI in Marketing Strategies. AdvanceHE. 2025. p. 81-86. 12 doi: file:///Users/lucill/Desktop/NBS/Scholarship%20/Advance%20HE%20Assessment%20and%20Feedback%202025/Enhancing_assessment_feedback_case_study_compendium_Oct_2025_1761643545.pdf

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

Abstract

Access to Document

Other files and links

Cite this