Following the Marketing BBA Assessment of Learning Plan, the assessment of students' ability to describe the core concepts and principles of Marketing, including the elements of the marketing mix, was completed during Spring 2012. The concepts and principles of Marketing are presented in a document (30 Key Marketing Concepts) located at the Indicator area for this objective. Assessment was completed in MKTG3330 (MKT371) by evaluating students' performance on questions embedded within exams. As planned, faculty  reviewed results and determined areas for improvement. The Assessment during Spring 2012 showed that learning outcomes could be improved with respect to understanding of the Growth Matrix and Key Differences Between Products and Services. Two methods for improvement were defined by faculty and will be developed for use during Fall 2012. Results of this effort will be evaluated during the next Assessment period for the objective (Spring 2013). A complete summary including student performance, methods for improvment and further activities to improve the assessment process are included in the attached document: MKTG3310 Spring 2012 Assessment and Closing the Loop Overview.

The previous cycle's plan for continuous improvement entailed activity in one course: MKTG3310. The assessment of core concepts and principles of marketing was completed in MKTG3310, as planned, by evaluating students' performance on questions embedded within exams. Areas for improvement were defined and two methods to accomplish improved learning were developed. The methods were administered during Fall 2012. Faculty noted some needed adjustments and these will be made to coincide with the next assessment period - Fall 2013. The methods are described in the attachment: Methods for Improvement.   When teaching MKTG 3310, two changes related to assessment were made. First, a change was made to the list of key marketing concepts. Instead of 30 concepts, 15 were adopted as ones that are relatively more important when completing a Marketing BBA. These are included as the attachment: MKTG 3310 -- 15 Key Marketing Concepts. The second change is the schedule for assessing learning of the 15 key concepts within MKTG3310. Originally, the assessments were timed so often that changes for improvement could not adopted in time for the next assessment. The change in timing allows more time for the development of methods to support better learning. The next assessment will be completed during the Fall 2013. It was originally scheduled for Spring 2013.  As noted, the methods are described in the attachment "Methods for Improvement" and adjustments to them will be made, as needed, for use during the Fall 2013 assessment.

The assessment plan for the Marketing BBA is attached. It defines the learning outcomes, courses related to them and schedule for assessment. Continuous improvement is accomplished by defining, after each assessment, two to three concepts where the learning outcomes could be improved. Although the student performance may meet the criterion, the two-three concepts are targeted with additional attention from faculty and the students. This attention may include development of teaching methods, changes to current methods, or the use of current methods with more time being spent with students when covering concepts.

Plans for Continuous Improvement

MKTG3310 Fundamentals of Marketing
Two methods have been developed to cover concepts.

(1) Use a comprehensive mini-case whereby all of the growth strategies are employed (e.g., McDonald’s) In the same class session, follow up the mini-case with a self-check exercise (e.g., a quiz, a game, etc.) 

(2) Use a build-up approach:
- Introduce the 4 key areas of differences
- Go through an extended example of a product
- Go through an extended example of a service
- Summarize the differences as highlighted by the extended examples

In the same class session, follow up the mini-case with a self-check exercise (e.g., a quiz, a game, etc.)

MKTG3320 Consumer Behavior 

(1) Additional time spent on key Chapter 3 terms (particularly selective exposure, selective attention, and selective distortion) and their linkages to other course concepts  

(2) Incorporation of interim writing projects (as building blocks for larger projects) to encourage students to spend additional time revising and strengthening their work prior to final project submission. 

MKTG4350 Marketing Research

(1) Several “new” assignments will be created to help students better understand the topics where performance was less than 50%. 

(2) Additional lecture time will be spent in class to help students grasp the concepts where performance was less than 50%.  

MKTG4340 Global Marketing  

(1) Greater attention will be paid to the clarity of definitions’

(2) More time will be spent providing an exposition of analysis for students to improve the ability to make connections between concepts. 

MKTG4390 Marketing Strategy 

(1) Modify method used when presenting and assessing on basic marketing concepts: Instead of presenting as a single module, concepts it will be presented as three modules: Targeting, Marketing Mix, Emphasis and Allocation. Instead of assessing with a single exam, the exam will be broken up into three shorter exams.

(2)  Increase the emphasis on understanding linkage of strategy to the business model. Increase the emphasis on application of the analytical tools to create “downstream” pieces of analysis. Replace reading of the single best-selling book by an examination of current articles that highlight a broader range of recent trends in marketing strategic thinking: Globalization, Internet 2.0, Services, Emphasis on Customer Value.