Dubai, UAE | BS Marketing | Assessment of Learning

Core Learning Goals & Objectives

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

  1. 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.   

  1. 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: Dubai, UAE | 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

  • Feedback from exit surveys and co-op employer reports highlighted the need for more practical applications across finance courses. Increased hands-on exercises resulted in improved student performance, meeting and exceeding benchmarks in subsequent assessments.

Potential changes to assessment methods

  • Pedagogical Improvement: MKTG Goal #7 Market Research and Strategy was assessed in MKTG 550 Marketing Strategy with student’s failing to meet the benchmark. An increase in the number of assignments in which students analyze data to make marketing decisions. Two in-class sessions on analysis based on the Markstrat simulation to encourage students to focus more on analysis.
  • Process Improvement: Program Goal 5: Consumer Behavior was assessed in MKTG 350 Consumer Behavior. A podcast assessment tool was developed to enhance strategic planning, communication skills, and practical implementation within a real-world marketing context, through Strategic Planning and Execution, Creativity and Communication, Technical and Practical Skills.