BUSM60002 Measuring Success Group Assignment 1 Brief 2026/27 | Staffordshire

Learning Outcomes:

Al level 3 Guidelines:

Students must ensure their use of Al aligns with BUV's academic integrity guidelines. This involves utilizing Al tools ethically and responsibly while maintaining the originality and authenticity of their work.

Al tools can be employed to assist in completing specific elements of the assignments as directed by teaching staff. These tools can aid in various tasks such as data planning, data analysis, balance score card generation etc. However, their use must be transparent and appropriately cited.

For any content generated using Al tools, a clear in-text citation is a MUST. This is to ensure academic integrity. Examples of in-text citations include:

• Example 1: "XYZ analysis was conducted using ChatGPT (OpenAI, 2024)
• Example 2: (Gemini, 2024) was used to generate poster design

A complete reference to the Al tools used must also be included in the bibliography or reference list.

Additionally, students must submit an appendix or an explanatory statement detailing the use of Al in their work. Absence of an appendix or an explanatory statement will result in the module leader using his own academic judgment in assessing the work submitted. When using Al tools, students must be aware that confidentiality or sensitive information should not be disclosed to Al to protect privacy and data security.

Assessment Brief:

The rise of Artificial Intelligence (AI), fueled by advancements in machine learning, massive datasets, and increased computing power, represents a significant technological shift impacting businesses today. Al's is set to transform key sectors such as Healthcare, Finance, Education, Agriculture and Media & Entertainment, promising unprecedented opportunities and returns for savvy investors. For this assignment, you are a team of second-year analysts at a large investment firm tasked with preparing a report for the company's high-value clients. These clients have asked your firm to compare two organizations in an industry that is projected to substantially benefit from Al and recommend which is the better investment.

Do note the clients are not just interested in financial profits, they are equally vested on the impact their investments will have on society and on the environment. As such a Triple Bottom Line (TBL) approach to evaluating the investment potential would be better received.

In conducting this research, you will collaborate with a team of first-year analysts, who are represented by the latest Al language model from OpenAl. For this task, you must use two fixed prompts, which can be found here and on Canvas. (You will be required to use two fixed prompts for this task which can be seen here).

Your responsibility is to work closely with the first-year analyst team and, combining their input with your own research, create a persuasive case for your director on the best investment choice for the firm's clients. This process will involve critically reviewing the work of the first-year analysts, as your firm fosters a high-performance culture where constructive critique is the norm.

A guidance document with further details on these tasks will be provided. Be sure to follow all the instructions given.

Tasks

1. Choose a sector that is projected to substantially benefit from Al, specifically Healthcare, Finance, Education, Agriculture or Media & Entertainment.

2. Select two companies. Both companies must be from the same sector. To facilitate comparison the companies selected should be competitors, have different strategic approaches but comparable in scale and scope.

3. Sufficient public information should be available for the companies (annual reports, financial statements, customer reviews, industry reports).

4. Write an expanded introduction which provides an overview of the industry you have selected, as well as an overview and strategic assessment of the two firms. (15%).

5. Use the provided GPT number one (available on Canvas LMS) to work with the first-year business analyst (ChatGPT) to generate initial TBL Balanced Scorecards (BSCs) (Kaplan & McMillian, 2020) for both companies. You MUST insert the links to the final conversations between yourself and ChatGPT.

6. Critically evaluate the work that has been produced by the analyst. (15%)

• Explain what they got right and say why you think this was the case.
• Explain anything you think they got wrong and say why you think this was the case.
• Focus your discussions on the alignment of the objectives to help achieve the organisational mission.

7. Ask your 1 year financial analyst to conduct a financial comparison of the two companies by using GPT 2 (available on Canvas LMS). Use only prompt number two to carry this out. You MUST insert the links to the final conversations between yourself and ChatGPT. Summarise the analysis that has been provided.

8. Critically evaluate the work that has been produced by the financial analyst. (10%)

• Explain what they got right and say why you think this was the case.
• Explain anything you think they got wrong and say why you think this was the case.
• Explain how other measures or a broader form of analysis could provide a more effective answer.

9. Based on the information that you have been given by your analyst team, decide which company you believe to be the best investment for your client and provide a fully developed TBL Balanced Scorecard (Kaplan & McMillian, 2020), Strategy Map, and discussion. (20%)

• You are free to focus your attentions on the areas that you believe are most relevant to the case of your organisation, but you must discuss at least two of the following areas:
  1. Innovation perspective
  2. Customer perspective.
  3. Employee perspective.
  4. CSR perspective.
  5. Stakeholder perspective.
  6. Compliance and Regulatory perspective.

10. Create a video financial analysis of your chosen firm (15%)

• This must be completed in the form of a two-minute video, submitted to Canvas Studio with the link posted in the relevant section on the LMS.
• The video must demonstrate at least one form of multimodal Genal usage (images, audio, video etc).

11. Conclusion and reflection on Al (5%)

Integrate the discussions to help conclude your work as to how effectively the organisation is currently performing in relation to its various stakeholder needs, and what might be improved.

• Discuss the process of working with the analyst team (ChatGPT). Give your overall evaluation of their work and whether you would choose to work with the team again. Explain any other GenAl tools you used, how you used them, and why.
  You must use a wide range of academic sources in your arguments. If you do not use at least ten journal articles, then you will not receive a passing mark for the wider reading and research category (10%). The final 10% is given for the overall organisation, structure, language usage and Al tool usage demonstrated in your report.

Generative Al tool use

You are required to use specific Generative Al tools to support you in the production of this piece of work and will be marked on the assumption that these tools are available for your use. The only restrictions on your use of tools are a requirement to use the latest freely available model of ChatGPT only alongside the provided prompts or GPTs to carry out tasks four and six. Please note the following:

• Any Al tools must be used in alignment with the BUVAI Guidelines for students.
• Be aware that these tools cannot replace academic research, and may give you inaccurate results, especially with regard to references.
• You should use Al tools to help support your work as a 'co-pilot', but not to replace your own effort.
  You must state how you have used Al in your work in your conclusion. This will take the form of a reflection in your conclusion. This counts towards your overall word limit.

Guidance Notes

a) Do not include your name anywhere on your assignment.
b) Your assignment should be written in a font size of 12.
c) You must include a correctly formatted Reference List on a separate page at the end of your essay. This must only include references to work that you have directly cited in your essay. d) You must include your accurate word count at the end of your assignment.
e) Use standard margins for the assignment and 1.15 line spacing.
f) Only Microsoft Word files should be used for assignments and only Microsoft PowerPoint files should be used for Presentation assessments. Please allow time for conversion to these formats if required.
g) When you upload your file for submission you must name the file by your full student number in the following format: 'HANXXXXXXXXX
h) For essays, please do not include any cover sheets, contents pages, or module information in your assignment. Your first page should consist of a title, followed by the first paragraph of your essay.
i) For submissions requested as a report, you may wish to include a cover sheet and contents page.
j) The marking scheme that will be used to mark your work is shown at the end of this document in Appendix 1.

Submission Procedure

You are not required to print and submit a hard copy of your work, as all submissions are carried out electronically through Canvas. Please ensure you do not wait until the last minute to carry out your submission; computer problems can happen any time and this will not be accepted as an excuse for late submission. This includes internet connectivity issues. When you submit your assignment, it is in your best interests to save and/or print a copy of your online submission receipt to prove that you have submitted your assignment on time.

If you feel that you can't submit your assessment on time, you should speak to your module leader who will help you to work out how you can hand-in on time.

If unexpected circumstances that you could not have planned for have happened, you may be able to claim for exceptional circumstances to be taken into account. There is more information here.
If you have no exceptional circumstances and you do not submit you will fail the assessment. If you submit within 1 week of the submission deadline we will mark your work as late, meaning the maximum mark you can achieve is the basic pass mark and this will count as your first attempt. If you are taking a re-sit assessment, late submissions will not be accepted.

Please see the Staffordshire University regulations here for more information.

The Maximum word limit is shown on the front cover of the assignment.

You must provide an accurate word count at the end of your assignment. This word count must be placed before your reference list and should include all the written content of your assignment excluding the words used in any cover pages, contents pages, titles, sub-titles, reference lists and appendices.

In the assignment, in addition to the word limit, you may make sensible use of tables, images of academic models, diagrams, figures, and student-created graphics such as Word-Art, etc. without penalty up to a maximum of 30% of the stated word limit of the assignment as shown on the front cover. In no circumstances must your overall use of words in these tables, models, etc. exceed this maximum 30% limit. If a marker feels that you have used tables simply to avoid the word count, they may count these words as part of your word count.

A sliding scale of penalties for excess length will be imposed according to the amount by which the limit has been exceeded.

1-10% excess no penalty
11-20% excess 10% reduction in the mark
21-30% excess 20% reduction in the mark >30% excess
the work will be capped at a pass i.e. 40%

NB. None of the above penalties will be used to change your mark that is above the pass mark, to one that is below the pass mark. Therefore, the maximum penalty for exceeding the word limit will be a reduction to a pass grade.
Please note that students' work is regularly checked to ensure that the stated word count matches to what has actually been submitted.

Appendix 1: Marking Rubric