Program Assessment Plan
American University
KSB: Marketing - MS
KSB: Marketing - MS
Contact Person for Itir Karaesmen Aydin
Assessment:
Primary Department: Marketing
Learning Outcome: LO1- Functional Competencies
Demonstrate functional marketing knowledge, including knowledge of: the marketing mix (product, price, place and promotion), segmenting (targeting and positioning), branding, marketing research, and
integrated marketing communications.
Outcome Year: 2012-2013
2013-2014
2014-2015
Start Date: 09/01/2013
Outcome Status: Active Learning Outcome
Assessment Plan
Assessment Method
Target
Schedule/Cycle
80% or better achieve a 60% or better on the
The assessment will consist of 20 multiple choice questions covering functional
knowledge concepts from the four 15-week core courses: MKTG 632, 762, 767, & 765. exam
The instructor from each of these core courses will submit five core concept questions to
the assessment team which will comprise this section of the exam. This section will be
combined with questions assessing LO2 and LO3 to make one exam. The assessment
exam will be given in MKTG 688 as a pretest to the ?capstone? course of the program.
Students will have 1 hour to complete the exam.
Active
Yes
Learning Outcome: LO2 - Strategic Thinking & Integration
Demonstrate strategic thinking and brand strategy implementation.
Outcome Year: 2012-2013
2013-2014
2014-2015
Start Date: 09/01/2013
Outcome Status: Active Learning Outcome
Assessment Plan
Assessment Method
Target
Schedule/Cycle
The assessment will consist of 5 multiple choice questions covering the topic of strategic 80% or better achieve a 60% or better on the
thinking and integration from two core courses: MKTG 632 & 765. The instructor from exam
each of these core courses will submit 2 to 3 questions to the assessment team which will
comprise this section of the exam. This section will be combined with questions
assessing LO1 and LO3 to make one exam. The assessment exam will be given in
MKTG 688 as a pretest to the ?capstone? course of the program. Students will have 1
hour to complete the exam.
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Yes
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Learning Outcome: LO3- Analytical Problem Solving
Demonstrate analytical problem solving through data collection tools and analysis.
Outcome Year: 2012-2013
2013-2014
2014-2015
Start Date: 09/01/2013
Outcome Status: Active Learning Outcome
Assessment Plan
Assessment Method
Target
The assessment will consist of 5 multiple choice questions dealing with analytical
problem solving from three core courses: MKTG 632, 767 & 765. The instructor from
each of these core courses will submit 2 questions to the assessment team which will
comprise this section of the exam. This section will be combined with questions
assessing LO1 and LO2 to make one exam. The assessment exam will be given in
MKTG 688 as a pretest to the ?capstone? course of the program. Students will have 1
hour to complete the exam.
80% or better achieve a 60% or better on the
exam
Schedule/Cycle
Active
Yes
Learning Outcome: LO4 - Communication
Develop professional competence in oral and written communication.
Outcome Year: 2012-2013
2013-2014
2014-2015
Start Date: 09/01/2013
Outcome Status: Active Learning Outcome
Assessment Plan
Assessment Method
Target
The communication objective will be assessed in three ways:
80% or better achieve a 60% or better
Schedule/Cycle
Yes
1.The written communication will be assessed by using an assignment from MKTG 551
(Marketing for Social Change; one of two program electives). The written assignment
will be assessed by two independent assessors using a rubric rating students using 5pt
Likert scales, on four dimensions: Content, Argument Formation, Support, and
Organization (professionalism, writing, and layout). Note: Rubric Attached.
2.The oral communication objective will be assessed using an oral presentation given in
MKTG 688, the program capstone course. The oral presentation will be assessed by two
independent assessors using a rubric rating students using a four point scale, on five
dimensions: Command of Presentation Material, Value Added to Slides/Presentation
Materials; Public Speaking, Understanding Audience; and Appearance/Professional
Dress. Note: Rubric Attached; see Supporting Documents.
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Learning Outcome: LO5 - Leading and Managing Teams
Demonstrate the ability to work effectively as a member of a team.
Outcome Year: 2012-2013
2013-2014
2014-2015
Start Date: 09/01/2013
Outcome Status: Active Learning Outcome
Assessment Plan
Assessment Method
Target
Schedule/Cycle
80% of students will achieve peer ratings
Students will evaluate themselves and each of their teams members on their role as a
within one standard deviation of the mean).
leader (responsible for a primary task within the group) and as a team member on 5pt
Likert Scales. Student ratings of themselves and their peers will be evaluated in
comparison to the average rating of the other group members. Team evaluations will take
place in MKTG 688. Note: Team Evaluation Form Attached.
Yes
In addition, group (peer) evaluation forms from four core courses: MKTG 632, 762, 688,
& 551 will be used to assess team work and contribution. Student ratings of their peers
will be evaluated in comparison to the average rating of the other group members. Note:
Group Evaluation Form Attached; see supporting documents.
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