BS Marketing | Assessment of Learning

Core Learning Goals & Objectives

Program Goal #1:  Consumer Buying Process - Understanding of the consumer buying process.

a) Demonstrate an understanding of the consumer buying process.

Program Goal #2: Target Markets - Demonstrate an understanding of the process of segmenting markets, choosing a target market and describing it using demographic and psychographic variables.   

  1. Demonstrate segmentation of markets, referencing relevant data/ evidence to support segmentation decisions.
  2. Identifying a target market based on  relevant data and evidence, such as demographic and psychographic variables.

Program Goal #3: Market Research and Strategy - Understanding of marketing research, key marketing metrics and their use in marketing strategy.   

a) Demonstrate an understanding of marketing research, key marketing metrics and their use in marketing strategy.

Program Goal #4:  Marketing Plan - Ability to develop a comprehensive marketing plan.

  1. Identify and explain the essential elements of a comprehensive marketing plan.
  2. Outline critical steps in a marketing planning process.

Outcomes Data

We have compiled data to assess competency objectives through our BS Marketing program courses, These course serves as a comprehensive tool for evaluating progress toward our key objectives and AACSB accreditation standards, as it is a mandatory requirement for all undergraduate students. We have outlined various assessment methods across different areas of the course, which allow us to collect data and measure performance against established benchmarks.

See program outcomes data here: BS Marketing

Closing the Loop & Continuous Improvement

When program objective assessments are submitted, the submission form includes a section for a "closing the loop" discussion. This allows for reflection on potential adjustments that could be made to enhance the ongoing improvement of the BS Marketing program. These discussions, along with other efforts, have highlighted areas where changes could be implemented.

Student performance

  • Active Learning: To enhance Core Goal 2, Objective A (Applied Focus), MKTG 230 Principles of Marketing introduced an active learning model. Following each lecture, students engage in hands-on activities to apply course concepts in organizational scenarios.
  • Expanded Industry Projects: In support of Objective B (hands-on business projects), marketing faculty collaborated with the college Director of Business Development to increase the number of industry-sourced projects available to students.
  • Global Perspective: To reinforce Objective D (understanding global cultures and institutions), the program expanded its coverage of global issues in MKTG 230, particularly in relation to product launches.
  • Storytelling and Active Learning: The program introduced storytelling exercises and active learning models in response to feedback, reinforcing real-world skills.

Potential changes to assessment methods

  • Curriculum Sequencing: Following the assessment of Program Goal 6 (Target Markets), MKTG 320 Digital Marketing was re-sequenced to follow MKTG 230, strengthening learning around customer segmentation and targeting. Additionally, advanced data analytics tools and biometric software for psychographic measurement were introduced to support enhanced market analysis skills.
  • Expanded Segmentation Objective: To reflect a more comprehensive understanding of market segmentation, Objective C under Target Markets was revised to include geographic and behavioral variables, alongside demographic and psychographic segmentation.
  • Process Improvement: Program Goal 8 Marketing Plan was modified following its assessment to improve the alignment between language of the rubric and the task; a second objective was added to the goal: “Demonstrate knowledge of critical steps in the marketing planning process” to strengthen student performance
  • Course Renaming: Internet Marketing was renamed Digital Marketing to align with industry terminology.
  • Data Analytics Integration: Advanced data analytics tools were incorporated into courses based on both advisory board input and direct assessment results.