Using the Madeline Hunter Direct Instruction Model to Improve Outcomes Assessments in Marketing Programs

Abstract

This study introduces marketing educators to the Madeline Hunter Direct Instruction Model (HDIM) as an approach to significantly and substantially improve student learning through course-embedded assessment.The effectiveness of the method is illustrated in three different marketing courses taught by three different marketing professors. The results demonstrate double-digit improvement in student achievement. Examples of application exercises are provided. The HDIM offers a viable tool for use in an environment in which marketing faculties are increasingly required to demonstrate course-embedded assessment as part of annual review, promotion, and tenure processes.

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