The Role, Development, and Implementation of a Marketing Knowledge base as a Tool in the Enhancement and Assessment of Student Learning

Abstract

Today, most schools of business and marketing departments within them place significant emphasis on the assessment of student learning, often in response to AACSB International and regional accreditation agency mandates. There is a rich body of literature on assessment philosophies and practices in business programs. However, much less attention has been paid to developing tools that enhance the long-term learning experience for students. In this paper, a new pedagogical tool—the marketing knowledge base (MKB)—is presented. An MKB is a valuable device that can facilitate both learning marketing concepts and assessing what marketing knowledge is retained by majors and nonmajors.

Cite this work

No public copy is stored for this record, so only the metadata is cited.

Stored only when both papers are in the corpus — 7 citations exist upstream.

Papers that cite the same references — the relational fallback while embeddings are still backfilling.