Portrait of Magdalena Kuštelega

Digital Marketing

by Magdalena Kuštelega

University of Zagreb, Faculty of Organization and Informatics

AI was used primarily as a supporting tool in developing a digital marketing plan for a new or innovative product/service. It was also incorporated into seminar classes where student teams used AI to explore and respond to discussion questions tied to case studies. The main objective was to enhance students' understanding of appropriate and effective AI use in digital marketing, while promoting critical evaluation of AI-generated answers.

Learning outcomes

  1. ILO 1: Propose marketing strategies for the observed company to achieve sustainable competitive advantage
  2. ILO 2: Integrate information technologies in the marketing strategies of a company
  3. ILO 3: Identify the elements of the digital marketing mix in the context of developing a digital marketing plan for a new/innovative product/service

Assessment

2 points for AI usage out of 20 for ILO 1 and ILO 2 combined; 2 points for AI usage out of 20 for ILO 3. Lecturers specifically noted points awarded for AI tool utilization when evaluating digital marketing plans.

Evaluation

Weekly team feedback via the 'Template for Using AI Tools' (question 4), comparing AI answers to team conclusions with critical reflections. Lecturer emphasized oral commentary, allowing teams to share views and gain diverse perspectives. Post-course survey on satisfaction and instruction quality including AI implementation.

  • KPIs tracked: Yes — Post-survey completed by students at end of course delivery assessing satisfaction and quality of instruction with AI implementation.
  • Formal institutional evaluation: No

Risk management

Primary risk: excessive, non-transparent, and unethical AI use leading to poorer learning outcomes. Rules set: AI permitted only after teams independently read, analyzed, and answered discussion questions. Teams must attach full AI conversation logs and clearly mark AI-assisted sections in plans, specifying the tool name.

Challenges

No significant technical, understanding, or integration difficulties encountered
Timely and clear student communication about the specific manner and sequence of activities during seminars, along with clear consequences of irresponsible, unethical, and non-transparent AI use

Scalability

Applicable to other courses with project assignment elements. AI can be engaged in writing specific sections of papers, generating ideas, stimulating creative problem-solving, graphically representing textual parts, or enhancing seminar instruction for creativity and critical thinking.