Program/Discipline/Course Assessment Report
Discipline: Marketing
Course Number: MKT 210
School/Unit: School of Business and Entrepreneurship
Submitted by: Andy Delaney
Contributing Faculty:
Academic Year: 2009-2010
Complete and submit your assessment report electronically to your Academic Dean. As needed, please attach supporting documents and/or a narrative description of the assessment activities in your
program or discipline.
Program, Discipline or
Course Outcomes
Assessment Measures
Assessment Results
Use of Results
Effect on Program, Discipline, or
Course
In the boxes below,
summarize the outcomes
assessed in your program
or discipline during the last
year.
Outcome # 1:
Students will demonstrate
a basic understanding of
the marketing system,
including sensing, serving,
and satisfying consumer
wants/needs.
Outcome #2:
Students will demonstrate
a basic understanding of
concepts in designing
advertising, pricing
products, and using new
technologies.
In the boxes below, summarize
the methods used to assess
program or discipline outcomes
during the last year.
In the boxes below,
summarize the results of
your assessment activities
during the last year.
In the boxes below, summarize
how you are or how you plan to
use the results to improve
student learning.
Based on the results of this year,
will you revise your assessment
plan? If so, please summarize how
and why in the boxes below.
Students will demonstrate their
ability to articulate the
marketing concept orally and in
writing. Instructors give
feedback to students in writing
and orally.
Average quiz scores from
successful students ranged
from 75% to 100%.
Additionally, students get
valuable feedback about
their performance.
Successful students
demonstrated key abilities in
using the marketing concept.
The challenge will be to
increase the number of students
completing the course.
The general outcome and measure
are very good. For students
completing the course, scores on
the before and after assessment
tests demonstrate superior
learning.
Instructors appraise the
student's understanding of
horizontal and vertical
distribution systems, market
segmentation/positioning, and
target marketing in a diverse
global market. The instructor
evaluation may include written
assignments, quizzes, case
studies, and student
presentations.
Instructors appraise the
student's understanding of
horizontal and vertical
distribution systems, market
Average quiz scores from
successful students ranged
from 75% to 100%.
Additionally, students get
valuable feedback about
their performance.
Successful students
demonstrated key abilities in
using the marketing concept.
The challenge will be to
increase the number of students
completing the course.
The general outcome and measure
are very good. For students
completing the course, scores on
the before and after assessment
tests demonstrate superior
learning.
Average quiz scores from
successful students ranged
from 75% to 100%.
Additionally, students get
Successful students
demonstrated key abilities in
using the marketing concept.
The challenge will be to
The general outcome and measure
are very good. For students
completing the course, scores on
the before and after assessment
Outcome #3:
Students will demonstrate
a basic understanding of
segmenting and targeting
markets, distribution of
products, this includes
aspects of the global
market.
segmentation/positioning, and
target marketing in a diverse
global market. The instructor
evaluation may include written
assignments, quizzes, case
studies, and student
presentations.
For Program, Discipline or Course Assessment Reports:
I have reviewed this report:
Marie Murgolo-Poore
Dean
Date June 21, 2010
________________________________________________
Vice President of Academic Affairs and Student Services
Date_______________
valuable feedback about
their performance.
increase the number of students
completing the course.
tests demonstrate superior
learning.
Spring 2010
MKT 210
17
15
13
11
Final
9
Initial
7
5
3
1
0
10
20
30
40
50
60
70
80
90
A dramatic score improvement was noted where average initial scores were 40%
and final scores were 60%, a 20% improvement. Only students who completed
both assessments are included. It should be noted the assessment tests are very
difficult and are crammed with application questions. Students are tested to their
limits.
Approximately 80% of the initial and final assessment test questions come from
the CLEP test preparation web sites and past examination questions. 1 2 3 CLEP
exams are accepted in lieu of coursework at almost 3,000 institutions worldwide.
The other 20% of the questions are application questions created by the professor
of the course.
The questions are directly related to curriculum in the top comparison colleges
and universities (see next page).
COMPARING THIS COURSE WITH COURSES IN PROGRAMS
AROUND THE UNITED STATES
Overview: At TMCC, the course is part of the required core curriculum for both the AAS and AA
degrees. It is transferrable to most four-year colleges and universities. Accordingly, this course
is compared to courses in programs offered by two of the schools ranked by Business Week as a
1
CLEP Exam Practice Tests, http://www.clepexampracticetests.com/principles-of-marketing.html
DOME CLEP, Starter Exam Prep, http://www.cleptestreview.com/clep-principles-of-marketing
3
Instant Cert Academy,
http://www.instantcert.com/studyguide/landVa4new.html?gclid=CPe1lqib2qECFRsVawodUF8wIQ
2
top five under-graduate business schools in the nation. Additionally, one nearby college, one
top two-year institution and one top regional two-year institution are included.
1) Top Five Under-Graduate Business Schools in the Nation 4
a. University of Pennsylvania
b. Emory Business
2) Nearby College Programs
a. College of Southern Nevada
b. Great Basin College
3) Top Five Two-Year Institutions 5
a. Northern Virginia Community College
4) Top Regional Two-Year Institutions6
a. De Anza College
Course name, curriculum and assessments are similar to the above
mentioned colleges and universities.
4
"Top 100 Associate Degree Producers 2008 edition. Top 50 Associate Degrees: Business, Management,
Marketing, and Related Support Services." n.d. Community College Week. 1 October 2008.
<http://www.ccweek.com/top100-07 charts/Business.pdf>
5
"Top 100 Associate Degree Producers 2008 edition. Top 50 Associate Degrees: Business, Management,
Marketing, and Related Support Services." n.d. Community College Week. 1 October 2008.
<http://www.ccweek.com/top100-07 charts/Business.pdf>
6
"Top 100 Associate Degree Producers 2008 edition. Top 50 Associate Degrees: Business, Management,
Marketing, and Related Support Services." n.d. Community College Week. 1 October 2008.
<http://www.ccweek.com/top100-07 charts/Business.pdf>
ASSESSMENT USED
Current Assessments:
 Initial Assessment Test conducted during the first week of class.
 Exercises/Quizzes covering marketing concepts and vocabulary. Students respond to
matching, true/false, multiple choice and brief open-ended questions.
 Case study writing assignments where participants must relate complex marketing
concepts to human behavior and macro/micro-environmental situations.
 Writing assignments covering complex marketing concepts related to business activities.
 Final Assessment Test where the score is compared to the Initial Assessment Test score.
Comparison School Assessments: A review of varying programs syllabi reveals 7
achievements toward objectives is generally measured by all of the following:








Exercises from the textbook
Exercises prepared by the instructor
Quizzes from a publisher's test bank
Quizzes prepared by the instructor
Case studies which are part of the textbook materials
Other case studies from different sources
Final exam from the publisher's test bank
Final exam prepared by the instructor
Additionally, some of the syllabi require one of more of the following:
 Writing assignments
 Presentations
 Research projects
 Internet activities and research
7
See TMCC Curriculum Review Report for Marketing Principles, MKT 210, Spring 2010.