BUSM2578 Assignment 1 Business problem research report (Individual)

AI Tool Declaration Page

Please list all AI tools (e.g., ChatGPT, Grammarly etc.) that you used to support your work on this assessment. Include a brief note on how each tool was used.

Failure to accurately declare all AI tools used in the completion of this assessment may be considered a breach of RMIT’s academic integrity policy. Omitting or misrepresenting the use of AI tools may result in a formal investigation and be treated as academic misconduct.

Use a table like the following:

Purpose: 

The assessment aims to enable you to unpack the Industry Partner business problem by scanning external business factors and applying the first two stages of Design Thinking.

AI Usage Information/Restrictions

In this assessment task, you are to adopt a Human-First approach to using AI. This entails utilising the knowledge acquired from the modules to initially analyse the assessment tasks, followed by using AI as a productivity tool (rather than a knowledge tool) to augment and improve your work. You are allowed to use AI tools and products to support you in developing and completing your work for e.g. checking grammar, planning, drafting the structure of your report, generating visuals if applicable. You must declare all AI tools that you have used to work and complete this assessment on the AI Tool Declaration page.

You should read the advice provided in the RMIT Library Generative AI for students at RMIT Course for support. The reason why you can use these tools is because we would also like to build your AI capabilities as future-ready graduates. Understanding how to critically and ethically use AI tools like RMIT’s Virtual Assistant Librarian (VAL) and Adobe AI is an important skill in today’s digital business landscape. This task gives you the opportunity to explore how generative AI can enhance your planning, writing, and creative thinking—while also encouraging responsible use of technology that supports academic integrity. Moreover, your human skill and oversight of the outputs that these AI tools produce are essential for understanding the limitations of AI and having the skills and expertise to use AI safely and ethically. Refer to the specific information regarding AI use in specific parts of your assessments in the assessment brief. Remember that you must acknowledge and reference all the AI tools that you used in the assessments according to the Library referencing guidelines and in accordance with academic integrity requirements and policies. Use of any other non-specified generative AI tools for development and completion of your assessment beyond checking grammar, planning, drafting the structure of your report, generating visuals if applicable, and other ways as specified in the Assessment brief will result in Academic Misconduct Allegations.

1. Introduction

Introduction to the report and its structure (+/- 100 words).

2. The Industry Partner challenge

In your own words, describe the challenge presented to you by the Industry Partner (IBM Singapore) (+/- 200 words).

to increase IBM SkillsBuild engagement amongst youth by creating marketing and outreach staregy

-engagement, youth,exposure, marketing and outreach strategies, exposure

-choose one and focus on it

3.1  Analysing external business factors

What is/are the most relevant PESTLE factor(s) affecting the problem (IBM Singapore’s current challenge)? Remember to justify your arguments using Academic References (+/- 200 words).

The most relevant factor affecting IBM’S problem is Social. Previous studies have presented the challenges to engage youth in micro credential program. One prominent research mentioned that, “The learner wants short, practical, and up-to-date courses for their chosen career path” (Varadarajan et al 2023:1).  SO WHAT?

The most relevant factor affecting IBM’S problem is Social. Previous studies have presented the challenges to engage youth in micro credential program. One prominent research mentioned that, ” Furthermore, unlike conventional degree programs, micro-credential programs offer non-degrees that may need more accreditation from regulatory organizations, posing challenges for students in receiving credit for their acquired knowledge” (Ahmat and Ridzuan, 2022).

Always ask yourself à so what uestions?

3.2  Identifying and Analysing Stakeholders

Identify all potential stakeholders relevant to the challenge and the institution. Then, map them using the Stakeholder Mapping framework (+/- 150 words).

Shareholder à

Franchise à

Suppliers à

Employees à

Why is this stakeholder important? Customer – learners (individual) user who is currently enrolled in IBM skillsbuild program.

Program developers – design and engaging program that attract youth to enrolled in this program.

Board of Director BOD – long term strategy to get going and earn profits à sustain program

Potential users – attracting more potential users will add value and continuity of IBM Skillsbuild program

Subject matter experts (SME) – they need modalities and capabilities to design short and practical modules to meet the learnerns’ need/preferences

Future Employers – they have to be able to identify skills needed from graduates so that IBM skillsbuild can build a course that is align to skills needed by them

How are they impacted or involved?  Customers are the most important in IBM SkillsBuild because the programme is designed to meet their learning and career needs by providing relevant digital and workplace skills. They are involved through participation and feedback, and they are impacted by gaining valuable knowledge, certifications, and better job opportunities.

Role ? Customers play an important role in a solution by identifying their needs and challenges, providing feedback, and helping ensure the solution is useful and effective. Their involvement helps improve the design, relevance, and success of the final outcome.

4. Identifying the potential user group(s)

4.1. The Potential User Groups

Who are the users of the Industry Partner’s program? (Remember, defining your users as specifically as possible, as the Youth is way too broad).

How does SG govt. define youth.

4.2 Selected Target User Group

Out of the many targeted users identified above, choose one (1) target user group and justify why such a group has been chosen (+/- 100 words).

5. User Persona

Create a detailed User Persona that represents the Target User Group (4.2) above. You can create this on a different platform, take a screenshot of the image, and copy and paste it under this heading.

6. Primary Research (Conducting Interviews)

Conduct at least three (3) interviews of interviewees that fit into your selected Target User Group identified above (5) and list your findings based on:
1.  What do they feel?
2.  What do they need?
3.  What do they see?
4. What do they hear?
5. What are their challenges/pains?
6. What do they benefit from/What are their gains?

In this section, you can include the list of questions you asked the interviewees and your summary findings/conclusions of what you found after conducting these three interviews (+/- 250 words).

(Attach your interview transcripts at the end of this document – one transcript for each interview. You can use tools like otter.ai to help transcribe your interviews).

7. Empathy Map

Create one (1) empathy map that summarises the three (3) interviews you conducted. You can create this on a different platform, take a screenshot of the image, and copy and paste it under this heading.

8. Discovering and Defining the Problem

8.1. Common Problem/Opportunities

Based on your research above (both Secondary and Primary), conclude on at least one (1) common problem/opportunity experienced by your selected user group. Consider applying the Actual-Desired problem gap framework to state the problem. Remember to justify your arguments using Academic References (+/- 200 words).

8.2 “How Might We…?”

Generate at least one (1) “How Might We…” question that summarises all of your journey above to analyse and dive deeper into the problem/challenge presented by the Industry Partner.

Design thinking – uestion should focus on user instead
eg. How might we simplify the learning experience through mini series podcast (aspiration)  for Jane Doe (user) so that she can build confidence to finish her online course and develop new skills that  will strengthen her portfolio (wanted outcome)

References

• A minimum of two (2) peer-reviewed articles following RMIT Harvard referencing

Appendix

Include your written interview transcripts here.