Policy Overview
This policy establishes guidelines for the comprehensive use of artificial intelligence (AI) tools in Digital Marketing coursework. Given the integral role of AI in modern digital marketing practice, students are actively encouraged to incorporate AI tools throughout their learning experience, including in final submissions. This policy aims to prepare students for professional digital marketing environments while maintaining academic integrity standards.
Encouraged AI Usage
AI tools are not only permitted but encouraged across all aspects of this course. Students should view AI as an essential component of their digital marketing toolkit and are expected to develop proficiency in leveraging these technologies effectively. This includes using AI for research and data analysis, content creation and optimization, campaign development and strategy formulation, performance analysis and reporting, and creative ideation and problem-solving.
Students are encouraged to experiment with various AI platforms and tools relevant to digital marketing practice, such as content generation tools, data analysis platforms, automated reporting systems, creative design assistance, and marketing automation technologies. The goal is to develop practical skills that directly translate to professional digital marketing roles where AI integration is increasingly standard practice.
The Prompt Requirement
While AI usage is extensively encouraged, all work must originate from the student's own prompts, instructions, and creative direction. Students are responsible for crafting the queries, providing the strategic direction, and making the analytical decisions that guide AI tool usage. This requirement ensures that students develop critical thinking skills in AI collaboration and demonstrate their understanding of digital marketing principles through thoughtful prompt engineering.
The prompts and instructions given to AI tools should reflect the student's comprehension of course concepts, strategic thinking, and analytical approach to digital marketing challenges. Students must be able to explain and defend their prompt choices, demonstrating how their instructions to AI tools align with sound digital marketing principles and course learning objectives.
Academic Integrity Standards
While AI usage is broadly encouraged, all university academic integrity policies remain fully in effect. Students must maintain honest and ethical practices in their use of AI tools and academic work. This means that collaboration with AI should enhance rather than replace genuine learning and understanding of digital marketing concepts.
Attribution and Documentation
Students should maintain transparency about their AI usage throughout the course. While detailed citation of every AI interaction is not required, students should be prepared to discuss their AI integration approach when asked and should include general acknowledgments of AI assistance in major assignments. This might include a brief note such as "This project utilized various AI tools for content creation, data analysis, and campaign optimization under my strategic direction and prompt design."
Assignment Integration
AI tools should be considered standard equipment for all assignments in this course. For content creation assignments, students are encouraged to use AI for generating copy, visual concepts, video scripts, and multimedia content while ensuring that their strategic direction and brand understanding guide the output. Campaign development projects should incorporate AI for market research, audience analysis, competitive intelligence, and performance prediction.
Professional Development Focus
This course treats AI proficiency as an essential professional skill for digital marketers. Students should approach AI usage with the same seriousness as learning traditional marketing tools and platforms. This includes developing expertise in prompt engineering, understanding the capabilities and limitations of different AI tools, learning to quality-check and optimize AI outputs, and integrating AI workflows into comprehensive marketing strategies.
Students are encouraged to explore cutting-edge AI applications in digital marketing and to experiment with new tools and platforms as they emerge. The rapidly evolving nature of AI technology means that adaptability and continuous learning are crucial professional skills that this course aims to develop.
Quality and Originality Standards
Despite extensive AI usage, all work must meet high standards of quality, relevance, and strategic soundness. Students remain fully responsible for the accuracy, appropriateness, and effectiveness of all submitted work, regardless of AI involvement. This includes fact-checking AI-generated content, ensuring brand consistency and messaging alignment, verifying legal and ethical compliance of AI-generated materials, and maintaining professional standards in all outputs.
Collaboration and Discussion
Students are encouraged to share AI strategies, discuss effective prompting techniques, and collaborate on developing AI integration skills. This collaborative approach helps build a learning community focused on advancing AI proficiency in digital marketing contexts. However, individual assignments must still represent each student's own strategic thinking and analytical work, even when AI tools and techniques are shared among classmates.
Assessment Approach
Assessment in this course focuses on the strategic thinking, analytical skills, and digital marketing understanding demonstrated through AI collaboration rather than on the AI usage itself. Students will be evaluated on their ability to effectively direct AI tools, the quality and relevance of their outputs, their understanding of digital marketing principles as demonstrated through their work, and their ability to explain and defend their strategic approaches.
This approach ensures that AI becomes a tool for demonstrating mastery rather than a substitute for learning, while preparing students for professional environments where AI proficiency is essential for success.
Questions and Support
Students are strongly encouraged to seek guidance on effective AI integration strategies throughout the course. This includes discussing optimal AI tools for specific marketing objectives, sharing challenges and solutions in AI collaboration, exploring new AI applications in digital marketing, and developing advanced prompting and quality control techniques.
The goal is to create a supportive learning environment where students can develop sophisticated AI integration skills while maintaining focus on fundamental digital marketing principles and professional development.