Assurance of Learning for Principles of Marketing Students

Elizabeth K. LaFleur · Laurie A. Babin · Tará Burnthorne Lopez

31 citations0/0 files storedJournal of Marketing Education

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Management and Marketing Education Educational Assessment and Pedagogy Accounting Education and Careers

Abstract

This article describes the process one marketing faculty followed to demonstrate assurance of learning for marketing students and presents longitudinal results associated with a course-embedded direct assessment device in the Principles of Marketing course. The process follows closely the Association to Advance Collegiate Schools of Business (AACSB) new requirements for demonstrating assurance of learning and illustrates a methodology used to satisfy the requirements of multiple accrediting agencies. Although AACSB does not mandate assurance of learning at the major level, other accrediting bodies (i.e., regional agencies) do require this effort. Our focus on the Principles of Marketing course informs the assurance of learning in the foundations of knowledge for all business students, while simultaneously enabling continuous improvement with regard to education of marketing majors.

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2004The Tipping Point: How Little Things Can Make a Big Difference 1992Assessment for Excellence: The Philosophy and Practice of Assessment and Evaluation in Higher Education 2007Assessing Student Learning: Are Business Schools Making the Grade?2007Assessment Practices in AACSB-Accredited Business Schools 2003Assessing Learning Outcomes: A Comparison of Multiple-Choice and Short-Answer Questions in a Marketing Context 2005Introducing Professional and Career Development Skills in the Marketing Curriculum 2002Do Academics and Practitioners agree on What and How to Teach the Undergraduate Marketing Research Course?2004The 2003 AACSB Accreditation Standards and Implications for Business Faculty: A Short Note

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2012The paradigmatic pitfalls of customer-centric marketing 2014The AACSB Assurance of Learning process: An assessment of current practices within the perspective of the unified view of validity 2011The Effect of Pedagogy on Students' Perceptions of the Importance of Ethics and Social Responsibility in Business Firms 2019Assessing and assuring learning: university teachers’ reflections on effectively addressing skills deficits in business studies

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