Overview
Assignment: Exploring Marketing Strategy with ChatGPT
Objective
To familiarize students with ChatGPT as a professional tool for generating insights, exploring ideas, and refining strategic thinking in marketing.
Step 1: Access ChatGPT
Go to https://chat.openai.comLinks to an external site..
Create a free account using your email, Google, or Microsoft login (if you don’t already have one).
Once logged in, you’ll see a chat window where you can type your questions.
Use the free version unless you already have access to a paid subscription.
Step 2: Choose a Marketing Scenario
Imagine you are a senior marketing manager facing one of the following situations:
Launching a new product in a competitive market.
Revitalizing a mature brand that is losing relevance.
Building a go-to-market strategy for a disruptive technology.
Responding to a major competitor’s new campaign.
Select one scenario and add specific details about the brand, product, technology, or campaign that you are developing a strategy for.
Step 3: Engage with ChatGPT
Use ChatGPT as a strategic thought partner, not just a fact provider. In your session, you must:
Ask at least three different types of prompts, such as:
Exploratory: “What are some possible positioning strategies for a new eco-friendly beverage brand?”
Comparative: “How might different segmentation strategies affect this campaign’s success?”
Critical: “What are the potential risks or blind spots in using influencer marketing in this case?”
Iterate at least once: Refine or challenge ChatGPT’s response by asking it to expand, reframe, or critique its own answer.
Tip: Treat ChatGPT like a colleague in a brainstorming meeting—your job is to probe for depth, not just accept the first answer.
Step 4: Reflect and Summarize
Write a 1-page reflection that includes:
Brief description of the scenario you chose with the details you added.
3 prompts that you gave ChatGPT.
Summary of the most useful insights ChatGPT provided.
Your evaluation: Which ideas seemed strong? Which seemed weak, generic, or impractical?
Your takeaway: How could you see yourself (or your organization) using ChatGPT as a marketing strategy tool in the future?
Deliverable
Submit a 1-page reflection document. Do not copy and paste ChatGPT transcripts; instead, synthesize your learnings in your own words.
Learning Goals
Develop comfort accessing and using AI.
Practice evaluating AI-generated ideas critically rather than accepting them at face value.
Explore how AI can augment (not replace) managerial judgment in marketing strategy.