Write a report: The essay should be 2000 or 2000+10% which means 2200 maximum. ¥ READ THE CASE ¥ What is AI (Artificial Intelligence)? (5 marks) (215 words) ¥ What are chatbots (virtual assistants)? (5 marks) (215 words) ¥ Find 3 recent examples of how AI has been used in Marketing and critically evaluate the effectiveness (Return on Investment) of each (60 marks) (1020 words) – Did it work? – Was it a good investment? – Was it a good use of marketing investment or not? ¥ What are the implications for Data and Privacy? (20 marks) (300 words) ¥ Which (type of) companies will be the big winners in AI Marketing? (10 marks) (250 words) I stated how many words in each question if you are going to do it 2000 words, but you can exceed till 2200. Instructions ¥ Report Style/ 2000 words (+/- 10%) ¥ Grading Criteria (What constitutes a good assignment?): Strong examination of all areas of the case demonstrating a good grasp of the complexity of the problem, synthesis and analysis skills that lead to quality recommendations. Strong formatting and presentation style in report. Appropriate use of theories, concepts and terminology. ¥ NOTE: READ THE CASE FOR BACKGROUND ONLY. : How AI is streamlining marketing and sales. Harvard Business review by Brand Power ¥ Base your answers on the Current Situation (Jan-Feb 2018) ¥ 2,000 words +/- 10%; includes Contents but excludes Bibliography/ Reference Section ¥ DO NOT write Appendices; they will not be graded! DON’T • Repeat the case material in your answer • Plagiarize ¥ Miss the deadline ¥ Write more than 2,000 words (+/- 10%) DO • Read the Case thoroughly • Focus on the key issues • Analyze the business challenge/ solutions • Apply the theory we have studied in Class and any which you have read • Adopt a realistic, practical, real-world approach • Use APA Referencing (APAv6)
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