This paper describes how one marketing department developed and implemented a core concepts exam as one means to assess student learning. Different teaching and administration methods were examined, and results support no difference in teaching in this research setting, but do suggest that the most effective administration is requiring the exam as a final exam in the Principles of Marketing course.
CITATION STYLE
Burnthorne Lopez, T., Babin, L. A., & LaFleur, E. K. (2015). Assurance of Learning: Analysis of a Marketing Core Concepts Exam. In Developments in Marketing Science: Proceedings of the Academy of Marketing Science (p. 192). Springer Nature. https://doi.org/10.1007/978-3-319-10963-3_109
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