Reference no: EM133874765

Current Issues in Marketing

Assignment - Academic Conversation Piece

Learning Outcome 1: Critique contemporary issues in marketing and its adaptation by relevant businesses and organisations.

Learning Outcome 2: Synthesize emerging trends in marketing practices and their impact on the corporate and social environment.

Learning Outcome 3: Discuss and apply theories and practice developed in other units.

In the workplace, you will often need to research and write reports on various topics. For example, you may be asked to write a report about the redevelopment of a shopping precinct or the effectiveness of a marketing campaign. This assignment will help you develop research and communication skills.

Since generative Al tools are increasingly used in marketing, content creation, and business communication, this assignment provides an opportunity to explore how to use them effectively. Therefore, you will not only conduct in-depth research into your topic, but you will also explore the best prompts for generating content. You will need to provide your own references and hyperlinks to support your ideas. All submissions must be Word documents (PDFs will not be accepted).

The Task: You have been invited to write an article for The Conversation, a platform for high-quality, evidence- based articles written by academics. Your topic is the use of Al tools in marketing.
What is The Conversation?

The Conversation is an independent source of news and opinions written by academics and researchers. The Conversation aims to provide high-quality articles to the public, to allow for a better understanding of current affairs and complex issues (as indicated in their tagline: `Academic rigour, journalistic flair'). For further background information on The Conversation, click on the following link: Who we are

Requirements
• 1000 words (10% +1- acceptable).
• Use at least 4 academic journal references (APA style) and 4 hyperlinks that will take the reader to the information that supports your argument. Since you must include the hyperlink, NO in-text or end-text referencing will be required for the hyperlinks.
• Use subheadings where appropriate, but ensure the article flows well.
• Proofread for spelling and grammar.
• Include images, tables, or figures if relevant (ensure they are referenced).

Task Instructions

Step 1: Familiarise yourself with The Conversation
• Visit The Conversation website. Get online assignment help from Ph.D. experts!
• Read articles and observe how they mix research,
facts, and opinions.

Step 2: Choose Your Topic
Focus your article on a specific aspect of Al in marketing. This could include:
The role of Al in consumer behaviour analysis.
How Al is transforming personalised marketing strategies.
Ethical considerations in AI-driven marketing.
The impact of Al on marketing automation and customer service.
How Al influences advertising campaigns (e.g., programmatic advertising or Al- generated content).
The future of Al in marketing (opportunities and challenges).

Step 3: Research Your Topic
A combination of academic literature (i.e. journal articles), media reports and online sources of information should be drawn upon. As a student at University, you need to be discerning about the sources of information that you use to inform yourself and others about a particular topic.

In this assignment, students are NOT to use Wikipedia or similar websites such as Business Dictionary.com or Wise Geek, etc. The quality of
the information provided on such sites is not of a discernible nature, and the use of these sites in your assignment will be reflected by a reduced mark in the relevant assessment criteria, which focus on the quality of your evidence and analysis.

Students should research their chosen topic thoroughly. Academic research conducted in this area and industry examples are to be discussed. It is expected that a lot more information is sourced than can be integrated into the 1000-word article.

Thus, students must demonstrate their ability to review and synthesise information and be selective with what is included in their final article.

Step 4: Experiment with Al-generated content Create an Al-generated draft of your Conversation article. Experiment with different prompts to improve the Al-generated content.

For example:
"Based on the evidence I have supplied, write the structure of an article for The Conversation on the role ofAl in marketing, including current trends, ethical concerns, and industry examples."

"Rewrite this paragraph with a more engaging and journalistic tone, similar to The Conversation's style."

"Summarize the key challenges of Al in marketing using a conversational and accessible tone."

Evaluate and refine the output Review the Al-generated content critically based on your own research.

Identify areas where the response lacks depth, originality, or academic rigour. Adjust your prompts or rework the text to ensure clarity, accuracy, and engagement.

Include independent research and cite sources

(Step 3)
Al cannot provide reliable academic references, so you must find and verify information yourselves.
All referenced journal articles and hyperlinks must be sourced independently.
Ensure that AI-generated text is supplemented with evidence-based research, industry reports, and relevant examples.
Please note: You must document the prompts and the Al responses in the Generative Al Use Record (see link in Step 6).

Step 5: Write Your Article
Use insights from the Al-generated draft to refine your final version (Al should be used as a tool for brainstorming and refining, not as a
replacement for critical thinking and academic integrity).

It is important to grab the reader's interest. If you were reading an article, what would grab your attention? What would encourage you to read to the end of the article?

It is recommended that you have the most important information first and then move on to peripheral information/discussion.

Real-world examples should be drawn upon throughout the article.

Ensure your submission reflects a strong, well- researched argument with clear references and hyperlinks.

Make sure your article includes four (4) academic journal references and four (4) hyperlinks. Ensure your content is well-researched and clearly written.