International Conference on Economics, Finance & Business, Prague

RETHINKIN ASSESSMENT IN THE AGE OF AI: ENHANCHING STUDENT COMPETTENCIES THROUGH INNOVATIVE PRACTICES IN MARKETING COMMUNICATION

HAFDÍS BJÖRG HJÁLMARSDÓTTIR

Abstract:

The rapid rise of artificial intelligence (AI) has led to a rethinking of assessment practices in higher education. A main challenge is ensuring students develop genuine skills instead of relying on technology to complete tasks for them. In the Marketing Communication course, the assessment design was restructured to meet these challenges while taking advantage of technological opportunities. Various assessment formats were introduced: students complete multiple-choice tests, analyze case studies, submit written reports, produce videos, participate in oral defenses, and deliver elevator pitches instead of traditional slide presentations. Special focus is given to training students to justify and defend their chosen approaches, enhancing their soft skills, and actively engaging with marketing communication in a practical, dynamic way. This presentation introduces the redesigned assessment model and shares findings from a student survey conducted at the end of the course. The discussion emphasizes how this approach promotes active student participation, deepens conceptual understanding, and encourages independence in a learning environment increasingly influenced by AI.

Keywords: Higher education; assessment; Artificial intelligence; Student engagement; Soft skills; marketing communication; Learning innovation