Mare, Zivai ORCID: https://orcid.org/0000-0002-9742-3602 (2026) Authentic assessment pedagogy: advancing social and sustainable marketing through feedback-driven Live briefs. In: 19th annual SHIFT Conference at the UniSHIFT 2026: "Annual Learning and Teaching in Higher Education conference", 6th - 7th January, 2026, University of Greenwich, London.

Preview	PDF (Book of Abstracts) 52776 MARE_Authentic_Assessment_Pedagogy_(CONFERENCE BOOK OF ABSTRACTS)_2026.pdf - Published Version Download (3MB) | Preview
	PDF (Author's Accepted Manuscript) 52776 MARE_Authentic_Assessment_Pedagogy_(CONFERENCE PAPER)_2026.pdf - Accepted Version Restricted to Repository staff only Download (47kB) | Request a copy

Abstract

Live briefs are widely used in marketing education as a form of authentic assessment, offering students the chance to work on real-world business problems and present solutions to actual clients. While this approach effectively simulates professional practice and enhances engagement, its potential is often limited when the assessment ends at the point of presentation. This paper presents a case study that extends beyond the one-off pitch presentation.
This paper examines a live sustainable marketing project undertaken within the 2024/2025 Master’s module Ethics, Responsibility and Sustainability in Marketing. Working with the University of Greenwich sustainability team, students developed campaign proposals aimed at increasing on campus recycling. The project provided an applied learning context that aligned with the United Nations Sustainable Development Goal on climate action, enabling students to engage critically with ethical and sustainable marketing practice.
This project extended beyond a single pitch presentation by incorporating client consultations during the term, ongoing monitoring of campaign outputs for social media, and reflective insights from students, academics, and the client. Tracking engagement metrics on social media after the initial pitch created space for deeper evaluation of campaign effectiveness, while the multi stage process offered a more authentic experience of professional sustainable marketing practice. By engaging with iterative feedback and real world performance data, students gained a clearer understanding of how campaigns are refined, assessed, and improved in practice.

Item Type:	Conference or Conference Paper (Paper)
Uncontrolled Keywords:	authentic assessments, sustainable marketing, social marketing
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
Related URLs:	http://www.gre.ac.uk/learning-teaching/s...
Last Modified:	30 Mar 2026 10:52
URI:	https://gala.gre.ac.uk/id/eprint/52776

Actions (login required)

View Item

Downloads