Developing a Marketing Evaluative Measurement (MEM) System for Assessing Content Knowledge

Abstract

A goal of marketing education is to prepare students to be “effective performers in the business world.” Increasing numbers of marketing programs are instituting assessment goals and criteria as a means of measuring whether they are indeed developing students who will be “effective performers.” Individual marketing departments are often left to invent their own measurement tools. Using over 300 marketing majors over a seven-year span, this study developed an evaluative instrument that measured the accumulation and retention of marketing knowledge. It is suggested that this tool may be useful in marketing assessment programs that need measurements of student success.

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