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.