| Subject Code: | DATA5000 |
|---|---|
| Subject Name: | Artificial Intelligence Programming in Business Analytics |
| Assessment Title: | Generative AI for Predictive Analysis |
| Assessment Type: | Team Project |
| Weighting: | 25% Group Presentation and 10% Notebook Completion |
| Total Marks: | 35 |
| Submission: | In Class - submit downloaded notebook via Dropbox and Turnitin for the Slide Presentation |
| Due Date: | Week 9 in class |
Follow the steps within the provided Google Colab notebook to complete the Python code and analyse the dataset.
Work in a group of 4-5 to use the built-in code and additional research to extract insights, answer the embedded quizzes, and identify a business problem.
At the end of the second hour of class, upload
(1) your completed notebook with responses and code changes to the portal.
(2) a slide deck of your team at the end of the presentation session.
(3) present the slide deck as a team in class in the third hour.
This assessment refers to the following subject learning outcomes:
LO1: Develop exploratory software to ethically source, store, prepare, and analyse data for AI applications.
LO2: Create an AI application within a business context by applying fundamental software programming principles.
LO3: Utilise AI to analyse and evaluate business decisions and processes.
Imagine your team is part of a marketing or influencer agency, and your team has been tasked with analysing social media performance to optimise digital marketing strategies. Your goal is to identify trends, understand audience engagement, and formulate data-driven business recommendations.
This assessment is designed to simulate real-world business analysis workflows, consolidating your practical knowledge of Python, data exploration, external research, and generative AI for marketing strategy development.
The Google Colab notebook for this assessment will be provided before the class. Your work should reflect a combination of data-driven insights and industry research, leading to a well-supported marketing strategy in Part B of the assessment.
Objective:
This section enables students to explore a social media dataset, placing themselves in the role of a marketing or influencer agency. Students will analyse the dataset provided to extract key statistics and insights.
The datasets and Notebook will be provided to you at the beginning of class.
Detailed Tasks:
1. Dataset Selection and Exploration (2 Marks):
○ Perform descriptive analysis to explore the dataset and identify key performance metrics, such as impressions, clicks, or conversions.
○ Use built-in notebook prompts and visualisations to guide analysis.
○ Examples of required analysis include:
■ Summary statistics (mean, median, standard deviation).
■ Distribution visualisations (e.g., histograms, box plots).
2. Insight Generation from Dataset (2 Marks):
○ Interpret the dataset findings to identify patterns or trends, such as:
■ Which type of content generates the most engagement?
■ What demographics contribute most to conversions?
○ Use these insights to outline potential business problems related to marketing campaigns or audience engagement.
3. Quiz Responses and Critical Thinking (2 Marks):
○ Complete embedded quizzes in the notebook to reflect on insights from both the dataset and external research.
4. Business Problem Formulation (2 Marks):
○ Synthesise insights from the dataset and external research to define a clear and actionable business problem that can be solved using AI.
○ Example problems include:
■ "How can the agency increase engagement among younger demographics?"
■ "What content strategies can optimise ad spending for higher conversions?"
○ Justify how the identified problem aligns with stakeholder needs and goals.
Ensure you have:
● Completed Python notebook with quizzes and analysis.
● Identified a clear business problem tied to your stakeholder position as the markdown text.
● Created a markdown and written down the names of your team members
Objective:
Collaborate as an agency to utilise generative AI tools creatively and strategically to design a marketing campaign. The campaign should align with insights derived in Part A and effectively target the stakeholders.
Detailed Tasks:
Create an engaging slide deck that incorporates the below.
1. Strategy Planning and Research (5 Marks)
○ Define the target audience based on insights from Part A.
○ Specify campaign objectives (e.g., increasing brand awareness, driving engagement).
○ Use insights and additional data to identify the most effective marketing approaches for the selected audience.
○ Outline the types of generative AI outputs needed (e.g., visuals, slogans, jingles).
2. Story Engineering and Prompt Design (5 Marks)
○ Create a coherent campaign narrative. Examples include:
■ Slogans or ad copy (e.g., crafted with ChatGPT).
■ Scripts for video or audio content (e.g., using Writesonic, Sona AI).
○ Record all generative AI prompts and outputs, iteratively refining them to align with campaign objectives.
3. Creative Asset Development (8 Marks)
○ Use generative AI tools to produce assets such as:
■ Visuals: Logos, banners, or promotional posters (using DALL·E, MidJourney, or Leonardo AI).
■ Videos: Short advertisements or clips (using Synthesia or similar tools).
■ Audio/Voice: Jingles or voiceovers (using Suno AI or Murf).
○ Ensure all assets are coherent with the campaign narrative and resonate with the target audience.
4. Appendix and Documentation (2 Marks)
○ Provide a detailed log of all generative AI interactions:
■ Prompts used.
■ Output received.
■ Refinements made.
Submit the created slide deck and notebook at the end of the second hour of class.
Uploading the wrong file or incomplete work will be penalised as poor project management.
5. Team Presentation (5 Marks) – Present the submitted slides engagingly.
○ Presentation Content
■ Overview of Part A insights and how they informed the campaign.
■ Demonstration of generative AI outputs (e.g., banners, jingles).
■ Explanation of the campaign's alignment with the business problem and stakeholder objectives.
○ Presentation Style:
■ Use creative tools (e.g., PowerPoint, Canva, Prezi).
■ Ensure clarity, conciseness, and engagement within the 5-minute time limit.
○ Include a team brand identity (e.g., logo or tagline created by the team).
○ All members of the team are required to create a slide deck for the presentation.
https://www.kbs.edu.au/admissions/forms-and-policies
KBS values academic integrity. All students must understand the meaning and consequences of cheating, plagiarism and other academic offences under the Academic Integrity and Conduct Policy.
Please read the policy to learn the answers to these questions:
• What is academic integrity and misconduct?
• What are the penalties for academic misconduct?
• How can I appeal my grade?
https://www.kbs.edu.au/admissions/forms-and-policies
Penalties may be applied for assessment submissions that exceed prescribed limits.
Students may seek study assistance from their local Academic Learning Advisor or refer to the resources on the MyKBS Academic Success Centre page. Further details can be accessed at https://elearning.kbs.edu.au/course/view.php?id=1481
Please see the level of Generative AI that this assessment has been designed to accept:
| Traffic Light | Amount of Generative Artificial Intelligence (Generative AI) usage | Evidence Required | This assessment (✓) |
|---|---|---|---|
| Level 1<br>Prohibited:<br>No Generative AI allowed | This assessment showcases your individual knowledge, skills and/or personal experiences in the absence of Generative AI support. | The use of generative AI is prohibited for this assessment and may potentially result in penalties for academic misconduct, including but not limited to a mark of zero for the assessment. | |
| Level 2<br>Optional:<br>You may use Generative AI for research and content generation that is appropriately referenced.<br>See assessment instructions for details | This assessment allows you to engage with Generative AI as a means of expanding your understanding, creativity, and idea generation in the research phase of your assessment and to produce content that enhances your assessment. I.e., images. You do not have to use it. | The use of GenAI is optional for this assessment.<br><br>Your collaboration with Generative AI must be clearly referenced just as you would reference any other resource type used. Click on the link below to learn how to reference Generative AI.<br>https://library.kaplan.edu.au/referencing-other-sources/referencing-other-sources-generative-ai<br><br>In addition, you must include an appendix that documents your Generative AI collaboration including all prompts and responses used for the assessment.<br><br>Unapproved use of generative AI as per assessment details during the content generation parts of your assessment may potentially result in penalties for academic misconduct, including but not limited to a mark of zero for the assessment. Ensure you follow the specific assessment instructions in the section above. | |
| Level 3<br>Compulsory:<br>You must use Generative AI to complete your assessment<br>See assessment instruction for details | This assessment fully integrates Generative AI, allowing you to harness the technology's full potential in collaboration with your own expertise.<br><br>Always check your assessment instructions carefully as there may still be limitations on what constitutes acceptable use, and these may be specific to each assessment. | You will be taught how to use generative AI and assessed on its use.<br><br>Your collaboration with Generative AI must be clearly referenced just as you would reference any other resource type used. Click on the link below to learn how to reference Generative AI.<br>https://library.kaplan.edu.au/referencing-other-sources/referencing-other-sources-generative-ai<br><br>In addition, you must include an appendix that documents your Generative AI collaboration including all prompts and responses used for the assessment.<br><br>Unapproved use of generative AI as per assessment details during the content generation parts of your assessment may potentially result in penalties for academic misconduct, including but not limited to a mark of zero for the assessment. Ensure you follow the specific assessment instructions in the section above. | ✓ |
| Standard | Fail (<1) | Pass (1) | Credit (1.5) | Distinction (1.75) | High Distinction (2) |
|---|---|---|---|---|---|
| Dataset Choice | No dataset chosen or incorrect dataset used. | Selects a dataset but lacks exploration. | Selects dataset and performs basic descriptive analysis. | Selects dataset and conducts meaningful descriptive analysis. | Selects dataset and performs comprehensive analysis with detailed insights. |
| Descriptive Analysis | No descriptive statistics or visualisations. | Minimal summary statistics with little insight. | Includes summary statistics with basic visualisation. | Uses appropriate summary statistics and multiple visualisations. | Provides in-depth summary statistics with high-quality visualisations and interpretation. |
| Standard | Fail (<1) | Pass (1) | Credit (1.5) | Distinction (1.75) | High Distinction (2) |
|---|---|---|---|---|---|
| Pattern Identification | No patterns identified. | Identifies a basic pattern but lacks depth. | Recognises patterns with basic interpretation. | Clearly identifies trends with supporting evidence. | Discovers unique insights with strong justification. |
| Business Problem Connection | No connection to marketing or audience engagement. | Provides a weak connection to marketing. | Links dataset insights to marketing with some clarity. | Clearly connects insights to relevant marketing issues. | Strategically links insights to a well-defined business problem. |
| Standard | Fail (<1) | Pass (1) | Credit (1.5) | Distinction (1.75) | High Distinction (2) |
|---|---|---|---|---|---|
| External Data Integration | No external data referenced. | References external data but does not analyse it. | Uses external data with limited relevance. | Integrates external data effectively with clear comparisons. | Synthesises multiple sources for deep insights and meaningful comparisons. |
| Analysis and Documentation | No external data analysis conducted. | Basic descriptive analysis with minimal documentation. | Performs relevant descriptive analysis with some visualisation. | Clearly analyses external data and connects it to dataset insights. | Conducts high-quality analysis with strong documentation and insights. |
| Standard | Fail (<1) | Pass (1) | Credit (1.5) | Distinction (1.75) | High Distinction (2) |
|---|---|---|---|---|---|
| Quiz Completion | No quiz responses or incorrect answers. | Answers quizzes with limited reflection. | Provides reasonable answers with basic critical thinking. | Demonstrates strong reflection and critical thinking in responses. | Provides insightful, well-reasoned responses with strong analytical depth. |
| Reflection on Trends | No discussion on trends or anomalies. | Identifies trends but lacks depth. | Discusses trends with some supporting evidence. | Clearly explains trends with data-driven reasoning. | Offers a sophisticated interpretation of trends with actionable insights. |
| Standard | Fail (<1) | Pass (1) | Credit (1.5) | Distinction (1.75) | High Distinction (2) |
|---|---|---|---|---|---|
| Problem Definition | No business problem identified. | Identifies a problem but lacks clarity. | Defines a business problem with some justification. | Clearly defines a problem aligned with dataset insights. | Synthesises dataset and research insights into a well-articulated business problem. |
| Justification and Stakeholder Relevance | No justification provided. | Provides a weak justification with limited stakeholder relevance. | Justifies problem with some alignment to stakeholder needs. | Strong justification with clear stakeholder alignment. | Provides an in-depth, strategic justification with strong business impact. |
| Standard | Fail (<2) | Pass (2) | Credit (3) | Distinction (4) | High Distinction (5) |
|---|---|---|---|---|---|
| Target Audience Definition | No target audience defined. | Defines audience but lacks depth. | Defines audience with some justification from insights. | Clearly defines audience with strong supporting data. | Strategically defines audience with deep analytical insights. |
| Campaign Objectives | No objectives stated. | States objectives but lacks clarity. | Provides objectives with basic alignment to insights. | Clearly defines objectives with strong strategic links. | Develops well-structured objectives with measurable outcomes. |
| Marketing Approach | No marketing approach identified. | Mentions an approach but lacks justification. | Identifies effective marketing approaches with limited explanation. | Strongly aligns approaches with data-driven insights. | Provides innovative, well-justified strategies for marketing. |
| Generative AI Outputs | No AI outputs mentioned. | Lists AI outputs but lacks relevance. | Identifies AI outputs with some strategic alignment. | Clearly outlines relevant AI outputs for the campaign. | Strategically aligns AI outputs to enhance campaign effectiveness. |
| Standard | Fail (<2) | Pass (2) | Credit (3) | Distinction (4) | High Distinction (5) |
|---|---|---|---|---|---|
| Campaign Narrative | No coherent campaign narrative. | Basic narrative with limited creativity. | Narrative aligns with campaign but lacks depth. | Develops a strong, engaging campaign narrative. | Creates a compelling, well-structured and innovative campaign narrative. |
| AI-Generated Content | No AI-generated content used. | Uses AI-generated content with little relevance. | AI-generated content aligns with campaign but lacks refinement. | AI-generated content is well-integrated and refined. | Produces highly refined AI-generated content that aligns perfectly with campaign objectives. |
| Iterative Prompt Refinement | No prompt refinement documented. | Uses prompts but does not refine them. | Documents some refinements with limited iteration. | Clearly iterates and improves prompts for better outputs. | Strategically refines prompts to optimise AI-generated content. |
| Standard | Fail (<3) | Pass (3) | Credit (5) | Distinction (7) | High Distinction (8) |
|---|---|---|---|---|---|
| Visual Assets | No AI-generated visuals. | Basic visuals with little creativity. | Produces relevant visuals with some engagement. | High-quality visuals that align with the campaign narrative. | Exceptional visual assets that are innovative and brand-aligned. |
| Video Content | No AI-generated videos. | Basic video content with limited relevance. | Produces functional video content that supports the campaign. | Well-crafted videos that strongly align with the campaign. | Outstanding video content that is highly engaging and effective. |
| Audio/Voice Assets | No AI-generated audio content. | Basic AI-generated audio with limited coherence. | Produces relevant audio assets but lacks refinement. | Well-integrated audio assets that enhance campaign engagement. | Exceptional audio content that strengthens campaign impact. |
| Standard | Fail (<1) | Pass (1) | Credit (1.5) | Distinction (1.75) | High Distinction (2) |
|---|---|---|---|---|---|
| Log of AI Interactions | No documentation provided. | Logs basic AI interactions with minimal details. | Provides a structured log but lacks thoroughness. | Clearly documents AI prompts, outputs, and refinements. | Comprehensive documentation with detailed refinements and justifications. |
| Standard | Fail (<2) | Pass (2) | Credit (3) | Distinction (4) | High Distinction (5) |
|---|---|---|---|---|---|
| Overview of Part A Insights | No overview provided. | Provides a basic overview but lacks depth. | Summarises insights with some connection to the campaign. | Clearly explains insights and their impact on the campaign. | Provides a comprehensive and strategic explanation with strong justification. |
| Demonstration of AI Outputs | No AI outputs demonstrated. | Displays AI outputs but lacks explanation. | Showcases AI outputs with limited campaign connection. | Effectively demonstrates AI outputs and their relevance. | Engages audience with well-integrated AI outputs that enhance the campaign. |
| Business Problem and Stakeholder Alignment | No explanation of business problem alignment. | Mentions business problem but lacks connection. | Provides a reasonable link between the campaign and business problem. | Clearly articulates how the campaign aligns with the business problem and stakeholder needs. | Strongly justifies campaign decisions with stakeholder and business impact considerations. |
| Use of Creative Tools | No creative tools used. | Uses basic slides but lacks design quality. | Uses creative tools effectively but with limited engagement. | Engaging use of tools to enhance presentation. | Highly creative and visually appealing presentation using advanced tools. |
| Clarity, Conciseness, and Engagement | Presentation is unclear and disorganised. | Presentation is somewhat clear but lacks engagement. | Clear and concise but could be more engaging. | Well-structured, engaging, and within time limit. | Exceptionally engaging, well-structured, and effectively timed. |
| Team Brand Identity | No team branding included. | Basic attempt at branding but lacks cohesion. | Includes a logo or tagline with some alignment to the campaign. | Well-designed brand identity that aligns with the campaign. | Strong team branding that enhances the presentation and campaign identity. |
Note 1: A penalty will be imposed if any part of the assessment is deemed by the assessor where it shows an over-reliance on AI-generated content in your answer. There needs to be a demonstration of original thought.
If you want to challenge the penalty awarded based on Note 1, your assessment will be submitted to Academic Integrity for a second opinion and further investigations.
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