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Tutor Perspectives on Oral Exams in Marketing
Conference paper   Peer reviewed

Tutor Perspectives on Oral Exams in Marketing

Jacqueline Burgess and Vanessa Quintal
ANZMAC 2025 Conference Proceedings, pp.384-384
Australian & New Zealand Marketing Academy Conference (ANZMAC), 2025 (Sydney, Australia, 01-Dec-2025–03-Dec-2025)
Australian & New Zealand Marketing Academy
2025

Abstract

Marketing Marketing oral exams assessments tutors

Oral exams have been growing in popularity as an assessment tool in part due to the disruptive rise of

generative artificial intelligence. As a result, there has been a growing body of literature examining

assessment tasks. To date, this body of literature has focused on student perspectives and outcomes,

leaving those who administer the exam, unexplored. Therefore, this study examines the tutor

perspectives of oral exams, using the case of a marketing unit in an Australian university that recently

introduced an oral assessment. Two focus groups were conducted with six tutors and their inputs were

analysed using thematic analysis. Despite the new oral exam assessment representing a change, with

potentially high logistical demands, the tutors felt the assessment was beneficial, suggesting it

remained in the unit, and thought it was easier and faster to mark. While some tutors were hesitant

and anxious when the oral assessment task was introduced, the support provided by the unit

coordinator was key to relieving their concerns. The study addresses the knowledge concerning tutor

perspectives of oral exams and adds to the conversations surrounding changing assessments in the era

of artificial intelligence.

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