Marketing Program Assessment
Wall College of Business
Goal 2 - Marketing graduates should be able to describe the consumer decision-making processes along with relevant influences.
Student Learning Outcome – Students should be able to describe the consumer decision-making process.
Student Learning Outcome – Students should be able to describe the relevant influences on the consumer decision-making process.
Performance Area
Consumer Decision Making Process - Points distributed across the following expectations: (A)
correct order of steps (problem recognition, information search, alternative evaluation and
selection, outlet selection and purchase, post purchase processes); (B) correct definitions offered,
and (C) correct examples provided.
Psychological Influences - Points distributed across the following expectations: (A) correct
noting of the internal nature of Psychological Influences; (B) correct presentation of
Psychological Influences (perception, learning, memory, motives, personality, emotions, and
attitudes); and (C) correct description of each Psychological Influence.
Sociological Influences - Points distributed across the following expectations: (A) correct noting
of the external nature of Sociological Influences; (B) correct presentation of Sociological
Influences (culture, subculture, demographics, social status, reference groups, household/family,
and marketing activities; and (C) correct description of each Sociological Influence.
Situational Influences - Points distributed across the following expectations: (A) correct
definition of Situational Influence as any/all factors particular to time and place that are separate
from the consumer and stimulus that affect current behavior; (B) correct reference to Marketing
Situations (communications, purchase, use, disposal); (C) correct presentation of Situational
Influences (physical features, social surroundings, temporal perspective/time, task definition, and
antecedent states); and (D) correct example of each Situational Influence.
Marketing Strategy Development - Points distributed across the following expectations: (A)
correct examples provided; (B) correct demonstration of the roles of segmentation, targeting,
positioning, pricing, total product offering, distribution, and communication in meeting needs of a
group of consumers.
Rating = 4
Rating = 3
Rating = 2
Exceeds
Expectations
Meets
Expectations
Below
Expectations
Exceeds
Expectations
Meets
Expectations
Below
Expectations
Exceeds
Expectations
Meets
Expectations
Below
Expectations
Exceeds
Expectations
Meets
Expectations
Below
Expectations
Exceeds
Expectations
Meets
Expectations
Below
Expectations
Rating = 1
Failed to
demonstrate
any
understanding
of subject
matter
Failed to
demonstrate
any
understanding
of subject
matter
Failed to
demonstrate
any
understanding
of subject
matter
Failed to
demonstrate
any
understanding
of subject
matter
Failed to
demonstrate
any
understanding
of subject
matter
Score