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• W2185655963 abstract "Effective student learning assessment contributes to marketing department internal strategic planning and fulfills AACSB accreditation requirements. The purpose of this research is to provide a brief review of the development of student learning assessment and report findings of an exploratory study on current learning assessment measures and practices in marketing programs at AACSB accredited schools. Results indicate that the most frequently used direct measures of student leaning were written and oral assignments and the most often implemented changes include multi-section course coordination, introduction of new courses, and modifications to existing courses. Staff support, faculty stipends, and training were reported as important incentives to encourage voluntary faculty participation. ABSTRACT Assessment programs in marketing education empha­ size meeting requirements from several stakeholders (Nicholson, Barnett, and Dascher 2005). Active engage­ ment in an assessment program may assist marketing educators in determining whether purported knowledge that is taught and skills that are developed in the marketing curriculum represent the desired outcomes that marketing majors receive from their course of study. Effective assessment programs contribute to internal strategic planning of marketing departments (Nicholson, Barnett, and Dascher 2005), facilitate marketing program reviews, and also partly satisfy standards of accrediting agencies such as AACSB International. Despite a growing body of literature addressing assessment programs in business and marketing education (Sampson and Betters-Reed 2008; Tong, Choi, and Kelley 2009) and heightening interests in marketing program level assessment activi­ ties, little is known about the current status and common measures and practices marketing departments are using in building their assessment programs. A closer review of the literature suggests that this is partly because many assessment studies are based on only one aspect of the curriculum (e.g., Dudley and Marlow 2005) or a single assessment tool (e.g., Aurand and Wakefield 2006), and a program-wide investigation of assessment practices is largely lacking. The primary purpose of this research is to address this research gap by first providing a brief review of assess­ ment programs and second reporting results of an explor­ atory study on common assessment measures and pract­ ices across the marketing curricula. Specifically this study attempts to address the question What marketing depart­ ments are doing for their student learning assessment programs? Results of this exploratory study provide insights into the activities and practices commonly imple­ mented in marketing department assessment programs of AACSB accredited schools. BACKGROUND" @default.
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• W2185655963 title "AN EXPLORATORY STUDY OF STUDENT LEARNING ASSESSMENT IN MARKETING PROGRAMS" @default.
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