The goal of the BBA program in Marketing is to provide students with a broad base of knowledge in the Marketing discipline. 371, 378, 471, 472, 473.
Objective
Collect And Interpret Market Research Data
Students who complete the BBA in Marketing will be able to communicate research needs to a professional researcher, evaluate a research report, and collect and interpret their own research data. MKT472
Indicator
Marketing Research Pre-Test, Post-Test, And Rubric
Assessment will be made using pre-test and post-test performance on communicating research needs, evaluating a research report, and collecting and interpreting their own research data. A rubric will be used to assess skill in collecting and interpreting research data. 472
Criterion
Marketing Research: Average Scores On Exam Questions And Projects
Students will average at least a 50% improvement over the pre-test. The class average on individual post-test questions will be 75% correct. Post-test questions will be included on each unit examination. Seventy five percent of Marketing majors will receive a score of at least acceptable on the Marketing Research rubric. 472
Finding
Marketing Research: Findings
This objective was not assessed in 2009-2010 but is scheduled for assessment in fall of 2010.
Action
Marketing Research: Actions To Be Taken
This objective is scheduled to be assessed during the semester of fall 2010. All faculty scheduled to conduct assessments must meet with the assessment coordinator and department chair prior to the beginning of the semester to review objectives, criterion, and indicators.
Objective
Global Marketing
Students who complete the BBA in Marketing will demonstrate knowledge of the global nature of business today and the forces shaping the evolution of the global market and the process of extending from domestic business operations into global markets. MKT/MGT 471
Indicator
Global Marketing Pre-Test And Post-Test
Assessment will be made using pre-test and post-test performance on the concepts related to the current state of international business and its development as well as the nature of taking a domestic business global. 471
Criterion
Global Marketing: Improvement On Post-Test Scores
Students will average at least a 50% improvement over the pre-test. The class average on individual post-test questions will be 75% correct. Post-test questions will be included on each unit examination. 471
Finding
Global Marketing: Findings (Assessed Fall 2009)
Thirty-eight items were used for pre-test and post-test comparison. The average performance score on the pre-test was 38%, whereas the average on the post-tests was 78.1% This meets the target performance level of 75% and reflects a 104.5 % improvement.
Individual items on which there was less than average improvement were identified. These included questions on topics such as international product management and international regulation. These parts of the course curriculum have been earmarked for increased focus and particular attention in future offerings of the course.
Action
Global MKT: Actions
Portions of the course where student performance was less than desirable will be analyzed to determine if new instructional methods may be more effective. The learning objectives for global marketing will be reviewed for relevancy and assessed on a scheduled regular basis.
Update (Actions Taken Summer and Fall 2010)
An ongoing assessment of the learning objectives to maintain their relevancy continues. Regarding instructional methods, during Summer and Fall 2010 a comprehensive written assignment was given to students. They were engaged in writing individual papers on a selected aspect (economy, culture, political and legal environments) of a country assigned to them. They researched the assigned topic and encapsulated their findings in an 8 page paper. In addition, students were asked to reflect, in writing, on the learning achieved. The average grade for the individual paper was 89%. Submitted papers were of reasonably high quality. In the written reflections students mentioned: - A revision of their preconceived views of different countries - Increased openness to differences between the U.S. and other countries - A desire to learn more about and possibly travel to the country studied - Increased appreciation of global commonalities and differences, and what they mean for business
Objective
Strategic Marketing
Students who complete the BBA in Marketing will demonstrate knowledge of the impact of strategic marketing decisions on the firm and marketing decision models currently found in practice. MKT473
Indicator
Strategic Marketing Learning Rubric
Performance on the nature of strategic marketing decision making and the models used in practice will be assessed using performance on discussion question and term projects as evaluated with a rubric. 473
Criterion
Strategic Marketing: Rubric
The class performance on essay questions and term projects will be at least 75% correct. 473
Finding
Strategic Marketing: Findings (Assessed Spring 2010)
An exam consisting of short-answer essay questions requiring elaboration was administered with the primary function of assessing the knowledge of marketing concepts. Eighty one percent of students scored at least 80% correct.
Group writing assignments were completed in the form of developing a marketing strategy for a firm. This assignment was partioned into four successive deliverables, culminating in the final project. The evaluation process placed emphasis upon evidence of critical thinking and integration of ideas and concepts in a strategic marketing context. Eight eight percent of students scored at least 80% correct.
Students were also given individual writing assignments which correlated to each of the four major topics of material covered. These exercises also provided evidence of critical thinking and integration of ideas and concepts in a strategic marketing context. Deliverables for each ranged from 1 to 4 pages typed. Eighty percent of students scored at least 80% correct.
Action
Strategic MKT: Actions
While it appears that students on average have reached the stated learning objectives, modifications will be made with the goal of enhancing student learning. Examples of superior work along with the grading rubric for the learning assignments and projects will be provided. This should help in setting high expectations and standards. In addition, the faculty will produce instructional videos to aid with the learning assignments and projects. Student will have access to these web based videos should clarification be needed.
Update (Actions Taken Summer and Fall 2010) Three techniques for setting expectations (examples of successful work, grading rubrics) were provided. The additional structure positively impacted the ability of the students to effectively complete the Learning Assignments and the Project.
Videos of key topics have been recorded. However, the implementation of them was postponed due to technology issues with Blackboard. When the course moves to the eCollege platform, these will be implemented.
Objective
Marketing Core Concepts And Principles
Students who complete the BBA in Marketing will demonstrate knowledge of the core concepts and principles of Marketing and the elements of the marketing mix. 371
Indicator
Marketing Pre-Test And Post-Test
Assessment will be made using pre-test and post-test performance on concepts and principles, and on the elements of the marketing mix in MKT 371.
Criterion
Marketing: Improvement On Post-Test Scores
Students will average at least a 50% improvement over the pre-test score. The class average on individual post-test questions will be 75% correct. Post-test questions will be included on each unit examination. 371
Finding
Marketing Findings (Assessed Spring 2010)
Students were given a pre-test and post-test covering key concepts and terms for principles of marketing. Three sections were included in the assessment, 127 students took the pre-test and 131 students participated in the post-test. Class performance on the pre-test was 36 percent and for the post-test 84 percent, a significant improvement. Despite the apparent overall excellent performance, some areas were identified as needing improvement. Students had difficulty: distinguishing between the four growth strategies presented in Ansoff’s Strategic Opportunity Matrix, classifying Boston Consulting Group’s portfolio mix strategies, identifying the unique characteristics that distinguish services from tangible goods, distinguishing consumer sales promotion from the other promotional mix elements, identifying the different price strategies, and could not define Customer Relationship Management.
Action
Marketing Core Concepts And Principles
Six key concepts were identified for improvement. Future instruction will incorporate additional in-class dialogue and emphasis to improve student comprehension. Giving additional examples and/or assignments will be useful when discussing the two strategic tools, BCG matrix and Ansoff matrix, and should enhance learning.
Update (Actions Taken Fall 2010)
The concepts needing attention are being addressed by spending additional time of them. This involves providing more examples and assignments to improve student comprehension.
Goal
Marketing Student Satisfaction
Marketing students will be satisfied with instruction they receive.
Objective
MKT-Comparison With Aspirant Schools
Marketing students will be as satisfied with the level of instructions they receive as those students who attend six aspirant schools, schools in the same Carnegie Class, and all schools who participate in the Educational Benchmarking Inc. - Undergraduate Business Exit Assessment.
Indicator
MKT-Educational Benchmarking Inc.- Undergraduate Business Exit Assessment
For over a decade, Educational Benchmarking Inc. has been the premier provider of benchmarking assessments for management education. This organization measures the effectiveness of a program from the student's perspective. Therefore, the opinions of Management students as measured by the Educational Benchmarking Inc. Undergraduate Business Exit Assessment will be used to measure student satisfaction.
Criterion
Marketing Comparison
The mean satisfaction level of Sam Houston State University's management majors will be in the top 50% when compared to six aspirant schools, schools in the same Carnegie Class, and all participating schools.
Finding
Findings
The mean perception of satisfaction with the quality of the faculty and instruction was indeed in the top 50% when compared to six aspirant schools, schools in the same Carnegie Class, and all participating schools. In fact, Sam Houston State University ranked at least in the top 35% of all three comparison groups.
Action
Actions
These finds support what we believe to be true about the quality of instruction provided to our marketing majors. We will continue to maintain an environment which fosters quality instructions and an environment conducive to learning. We will also continue to monitor the perceptions of our students.