Zhang, Yakun ORCID: https://orcid.org/0000-0002-5336-7717 (2025) Authentic learning through partnership: co-creating marketing solutions with SMEs in an AI-enhanced context. In: Learning and Teaching Festival 2025 "Transformative Education: Integrating Perspectives for Inclusive and Sustainable Excellence", 26th June, 2025, University of Greenwich, London.

Preview

PDF (Book of Abstracts) 50883 ZHANG_Authentic_Learning_Through_Partnership_Co-Creating_Marketing_Solutions_With_SMEs_In_An_AI-Enhanced_Context_(BOOK OF ABSTRACTS)_2025.pdf - Published Version Download (983kB) | Preview

Abstract

A key challenge in business education is the gap between traditional assessments and the realities of marketing practice, particularly in small and medium-sized enterprises (SMEs) (Manville et al., 2022). These businesses often operate with limited resources, requiring marketers to be agile, creative, and strategic. Conventional tasks like essays and case studies seldom reflect such demands. Employers also continue to express concern over graduates’ transferable skills—especially communication, problem-solving, and the ability to apply knowledge in real-world, tech-driven contexts (Jackson, 2013). With generative AI tools becoming more common in industry, students must be equipped not only to use such technologies but to apply them critically and ethically (Johnston et al., 2024; Zhu et al., 2025). In response, this project introduces an authentic assessment grounded in a live brief co-created with Miss Patina, a London-based fashion SME. Students complete an individual content marketing plan, applying theoretical frameworks to a genuine business challenge. In addition, they work collaboratively to design a campaign poster for the brand. To enhance digital literacy and encourage reflective engagement with emerging technologies, students are supported in using AI tools such as SEMrush for consumer insights and Canva AI for creative development. The assessment design is informed by Kolb (2014) Experiential Learning Theory aligns with recent research advocating for authentic, work-integrated learning experiences in business education (James & and Casidy, 2018; Sokhanvar et al., 2021). The project yields tangible outcomes: students gain practical skills, digital confidence, and portfolio-ready outputs; the SME benefits from innovative, research-informed proposals. Future challenges include embedding AI ethics into the curriculum and building sustainable partnerships through alumni and local enterprise networks. This initiative exemplifies authentic learning through collaboration and demonstrates how technology can be thoughtfully integrated into marketing education to support future-ready graduates.

Item Type:	Conference or Conference Paper (Speech)
Uncontrolled Keywords:	authentic learning, GenAI, industry partnership
Subjects:	H Social Sciences > H Social Sciences (General) H Social Sciences > HF Commerce L Education > L Education (General)
Faculty / School / Research Centre / Research Group:	Greenwich Business School Greenwich Business School > School of Management and Marketing
Last Modified:	30 Jul 2025 13:38
URI:	https://gala.gre.ac.uk/id/eprint/50883

Actions (login required)

View Item

Downloads