Assessing a Marketing Program: One Department’s Journey*

Abstract

In this paper, the authors discuss the importance of assessment, the guidance from the assessment literature, and their department’s experiences in assessing their marketing program. They discuss in detail their successes and mistakes in creating measurable outcomes, a comprehensive knowledge test, and a skills measure (student-developed marketing plans). Suggestions for other departments wanting to assess their programs are provided. The authors then describe closing the assessment loop through choosing particular areas (e.g., oral communications) for improvement. Finally, the educational implications for assessment are offered.

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