Western Carolina University Marketing B.S B.A Business Assessment Plan for 2006-2007 Primary Contact Name/Info : Professor Debra Burke, Department Head Forsyth 107 828-227-3720 Department Mission Statement The mission of the marketing unit of the Department of Marketing and Law is to provide students with a quality education through synergistic teaching, research, and service. The faculty of the marketing unit is strongly encouraged to excel in each of these three areas in providing a high quality education to students of marketing at Western Carolina University. Statement on Alignment of Program Mission w/ University and College Mission The marketing program strongly supports Western Carolina University’s mission to create a community of scholarship and personal and intellectual development through teaching and learning. Additionally the marketing program supports the University’s commitment to research and service. By involvement in publishing in peer reviewed journals and service throughout the community and the University, the marketing faculty fulfill these aspects of the mission of WCU. The faculty also involves marketing students in service learning and research projects that complement the overall missions of the University and the College. Program Goals/Objectives 1. The Marketing Unit of the Business Administration and Law Department endeavors to provide students with the ability to think critically in problem solving activities and apply the marketing theories and strategies learned throughout their marketing coursework and program. 2. The Marketing Unit seeks to provide undergraduate students with the knowledge of key marketing concepts and principles used as a foundation by marketing professionals in the implementation and control of marketing strategy and marketing management activities. 3. The Marketing Unit endeavors to facilitate a learning environment that provides students with a foundation for making ethical decisions and understand the importance of social responsibility in business. 4. The Marketing Unit seeks to prepare students for a successful career in marketing through refining student written, oral, and technology skills. These skills are crucial for graduates to succeed in the workplace. 5. The Marketing Unit endeavors to provide undergraduate students with an understanding of global business and the importance of an appreciation and knowledge of cultural differences and similarities in the multicultural global business environment. 6. The Marketing Unit endeavors to provide students that graduate with a marketing degree in a learning environment (through coursework and activities) that supports their satisfaction with their decision to obtain a major in marketing. The marketing faculty has chosen to use an indirect measure of senior surveys to measure the senior marketing students near graduation in the capstone. The survey instrument includes 7 point likert point scales ranging from strongly disagree to strongly agree with the statements. A mean score of 5.0 or higher is considered as meeting the objective. The scale is an indirect measurement linked to each intended learning outcome and Marketing unit goal. Intended Learning Outcome Curricular and/or Co-Curricular Experiences What will students know or be able to do upon completion. Where will students acquire the skills and/or knowledge identified in the outcome? Learning outcome 1 Students will have the ability to make decisions and think critically based on the acquisition of theoretical and applied marketing knowledge. The majority of the courses offered in the marketing program integrate critical decision making through cases, projects and assignments. In the Marketing 301 principles class, the skills are at the basic level, the courses between 403 and 411 are intermediate and the 475 capstone is at the advanced level. Service learning activities, internships, and co-ops also provide opportunities for students in developing this skill. Course syllabi are also reviewed. Learning Outcome 2 Students will possess a thorough understanding of important marketing concepts. Throughout all marketing courses the primary concepts within the courses are emphasized. A grade of C- or better is required. Course syllabi are also reviewed for each class. Cases, videos, and class speakers reinforce the concepts. Method(s) of Assessment How will you determine that the students know or can do what you Expect? Learning Outcome1 Measures capstone Marketing 475 projects, cases, exams, and successful completion of course (grade of ‘C’ or higher)by faculty; annual review of syllabi and course content by department head and faculty Senior Survey Questions Outcome 1)My marketing classes have enhanced my ability to think critically 2)My marketing classes have enhanced my ability to apply business theory to practice Informal conversations with recent alumni, survey of alumni every 3 years. Learning Outcome 2 Measures Course embedded assignments, exams, projects evaluated by faculty; Annual review of syllabi and course content by department head and faculty, capstone Marketing 475 projects, cases, exams, assignments. Successful completion of Marketing 475 with a grade of ‘C’ or higher Senior Survey Questions Outcome 2 Senior survey questions: 3) My marketing classes have enhanced my ability to integrate functional areas of marketing 4)My marketing classes have enhanced my ability to implement, monitor and control marketing strategies Also informal conversations with recent alumni, survey of alumni every three years Learning Outcome 3 Students will possess the ethical perspective and understanding of the importance of social responsibility by businesses The ethical and social responsibility perspective is taught throughout the curriculum, with more emphasis in Marketing 301, 304, 403, 404 and at an advanced level in Marketing 475 the capstone class. Primary company examples in videos, text materials, current articles and cases are used in instruction activities. Learning Outcome 3 Measures Course embedded cases, projects, assignments, and test questions in Marketing 301, 303,304,403,404 and 475 are evaluated by faculty. Annual review of syllabi of courses by the department head and faculty is performed to ensure currency and content coverage. Successful completion of Marketing 475 capstone with a grade of ‘C’ or higher. Senior survey questions 4) My marketing classes have enhanced my understanding of ethical issues related to marketing. Also informal conversations with recent alumni, survey of alumni every 3 years. 5) My marketing classes have enhanced my understanding of social responsibility in marketing issues and business. Learning Outcome 4 Graduates will demonstrate skills important for a successful marketing career. Through coursework marketing students are involved in formal and informal presentations and development of resume materials and building portfolios of their work. The primary emphasis in presentations at the intermediate level is in Marketing 306 and 404 and at a more advanced level in 310, 475, and 409. Written communication and the use of technology are integrated within the classes as well. Learning Outcome 4 Measures Through presentations, role-plays, and projects embedded within Marketing 306,404,310,409, and the capstone 475 faculty evaluate student performance in the professional skill areas of communication including oral, written, and technological areas. Also successful completion of the capstone Marketing 475 with a grade of ‘C’ or better as evaluated by faculty. An annual review of syllabi of courses by the department head and faculty for course content and currency is also performed. Senior survey questions Outcome 4 6) My marketing classes have enhanced my presentation skills. 7) My marketing classes have enhanced my ability to clearly articulate an issue, problem or position based on both the theoretical and applied knowledge I have obtained in my marketing classes. 8) My marketing classes have enhanced my written communication skills. 9) I am satisfied with the training provided in my marketing classes to work in teams. Also informal conversations with alumni, survey of alumni every 3 years. Learning Outcome 5 Graduates will have an understanding of global business practices and knowledge and appreciation of cultural diversity and its importance in the multicultural global business environment. The global perspective is taught throughout the curriculum, with more emphasis in Marketing 301, 304, 403, 404, and 475. Company videos, text materials, current articles and cases are used in instruction activities. Due May 31, 2006 Learning Outcome 5 Measures Through course embedded test questions, assignments, and cases graded by faculty in Marketing 301, 303, 403, 404, and 475 the global perspective learning is evaluated. Annual review of syllabi of course content and currency by the department head and faculty is also performed. Successful completion of the capstone Marketing 475 course with a grade of ‘C” or better as evaluated by faculty. Also the senior survey question 10) My marketing classes have enhanced my understanding of global issues related to marketing. Also informal conversations with marketing graduates and alumni survey every 3 years.