LA HARBOR COLLEGE
Student Learning Outcomes (SLOs) Assessment Report
Course Assessment
Division: Business
Discipline/Program:
Marketing
Course Number and Name: Marketing 021 – Principles of Marketing
Program Contact Person: _Rodger McGinness, EdD_ ____________________________________ Phone: _(760) 401-1177______
Reviewed by: Elena Reigadas, SLO Assessment Coordinator
Date: SPRING 2014
Attach additional pages as necessary.
Institutional
Learning
Outcomes
1
COMMUNICATION
2
COGNITION
4
SOCIAL
RESPONSIBILITY
5
PERSONAL
DEVELOPMENT
Course Intended Outcomes
SLO-1 COMMUNICATION
Express clear understanding of
integrated marketing
communication.
SLO-2 COGNITION
Demonstrate a basic
understanding of the strategic
planning process.
SLO-4 SOCIAL RESPONSIBILITY
Describe the social factors,
multiculturalism and growing ethnic
markets in the environment of
marketing
SLO-5 PERSONAL
DEVELOPMENT
Demonstrate an understanding of
ethical issues and values required
for sound judgment.
Means of Assessment and Criteria
for Success
Means: 25 exam questions from
Chapter-15 Marketing Communications
on integrated marketing communication
Criteria: 70% of students will answer
70% or more correctly
Means: 25 exam questions from
Chapter-2 Strategic Planning on
planning in marketing and the marketing
process.
Criteria: 70% of students will answer
70% or more correctly
Means: 25 exam questions from
Chapter-4 The Marketing Environment
on social factors, multiculturalism and
growing ethnic markets.
Criteria: 70% of students will answer
70% or more correctly
Means: 25 exam questions from
Chapter-3 Ethics and Social
Responsibility on ethics in marketing and
the social responsibility of marketing.
Criteria: 70% of students will answer
70% or more correctly
1
Summary of
Data Collected
Use of Results
To be assessed
later in 2014
spring semester
43 total students
attempted Chap2 exam. Percent
of total scoring
70% or better for
SLO-2 = 79%.
SLO-2 COGNITION goal met.
No additional changes or
modifications to the instructional
methodology are required at this
time.
39 total students
attempted Chap4 exam. Percent
of total scoring
70% or better for
SLO-4 = 69%
SLO-4 - SOCIAL
RESPONSIBILITY goal not met.
Additional instruction on the
social factors, multiculturalism
and growing ethnic markets in
the environment of marketing
required.
SLO-5 PERSONAL
DEVELOPMENT goal met. No
additional changes or
modifications to the instructional
methodology are required at this
time.
39 total students
attempted Chap4 exam. Percent
of total scoring
70% or better for
SLO-5 = 75%
Attach additional pages as necessary.
Institutional
Learning
Outcomes
1
Course Intended Outcomes
Means of Assessment and Criteria for
Success
Summary of Data
Collected
1. Identify factors that
distinguish the marketing
eras and the current
relationship era.
Means: 25 test questions on the various
marketing eras and the current relationship
era.
Criteria: 70% of students will answer 70%
or more correctly
Means: 25 test questions on planning in
marketing and the marketing process.
Criteria: 70% of students will answer 70%
or more correctly
Means: 25 test questions on ethics in
marketing and the social responsible
responsibility of marketing
Criteria: 70% of students will answer 70%
or more correctly
Means: 25 test questions on the various
forms of e-business marketing and related
issues.
Criteria: 70% of students will answer 70%
or more correctly
Means: 25 test questions on the various
factors that influence consumer behavior
and the consumer buying process.
Criteria: 70% of students will answer 70%
or more correctly
Percent of 15 total
students scoring
70% or better for
SLO-1 = 53%.
SLO-1 was not met.
Modifications to the instructional
methodology are required.
Percent of 15 total
students scoring
70% or better for
SLO-2 = 83%.
Percent of 15 total
students scoring
70% or better for
SLO-3 = 83%.
SLO-2 was met. No additional
changes or modifications to the
instructional methodology are
required at this time.
SLO-3 was met. No additional
changes or modifications to the
instructional methodology are
required at this time.
Percent of 15 total
students scoring
70% or better for
SLO-4 = 69%.
SLO-4 was not met.
Modifications to the instructional
methodology are required.
Percent of 15 total
students scoring
70% or better for
SLO-5 = 63%.
SLO-5 was not met.
Modifications to the instructional
methodology are required.
1
2. Define the use of planning in
marketing and the marketing
process.
1
3. Define ethics and identify
elements of the social
responsibility of marketing.
1
4. Identify the various forms of
e-business marketing issues
related to e-business.
1
5. Identify the various factors
that influence consumer
behavior and the consumer
buying process.
2
Use of Results
1
1
1
6. Identify components of
business-to-business
marketing and the
classification of business
buying situations.
7. Identify existing barriers to
international trade and the
characteristics of the
European Union (EU) and
NAFTA.
8. Define the steps involved in
the marketing research
process and its application
to sales forecasting.
9.
1
1
1
1
Define the types of market
segmentation and identify
the use of target marketing.
10. Identify the elements of
relationship marketing and
its benefits in ensuring
customer satisfaction.
11. Define the consumer and
business goods and
services classification
system.
12. Define the various types of
brands and branding
strategies and the role of
packaging in marketing.
Means: 25 test questions on the components
of business-to-business marketing and the
classification of business buying situations.
Criteria: 70% of students will answer 70% or
more correctly
Means: 25 test questions on the marketing
research process and its application to sales
forecasting.
Criteria: 70% of students will answer 70% or
more correctly
Means: 25 test questions on the various
marketing eras and the current relationship
era.
Criteria: 70% of students will answer 70% or
more correctly
Means: 25 test questions on the types of
market segmentation and identify the use of
target marketing.
Criteria: 70% of students will answer 70% or
more correctly
Means: 25 test questions on the elements of
relationship marketing and its benefits in
ensuring customer satisfaction.
Criteria: 70% of students will answer 70% or
more correctly
Means: 25 test questions on the consumer
and business goods and services
classification system.
Criteria: 70% of students will answer 70% or
more correctly
Means: 25 test questions on the various
types of brands and branding strategies and
the role of packaging in marketing.
Criteria: 70% of students will answer 70% or
more correctly
3
Percent of 15 total
students scoring
70% or better for
SLO-6 = 88%.
SLO-6 was met. No additional
changes or modifications to the
instructional methodology are
required at this time.
Percent of 15 total
students scoring
70% or better for
SLO-7 = 81%.
SLO-7 was met. No additional
changes or modifications to the
instructional methodology are
required at this time.
Percent of 15 total
students scoring
70% or better for
SLO-8 = 88%.
SLO-8 was met. No additional
changes or modifications to the
instructional methodology are
required at this time.
Percent of 15 total
students scoring
70% or better for
SLO-9 = 93%.
SLO-9 was met. No additional
changes or modifications to the
instructional methodology are
required at this time.
Percent of 15 total
students scoring
70% or better for
SLO-10 = 93%.
SLO-10 was met. No additional
changes or modifications to the
instructional methodology are
required at this time.
Percent of 15 total
students scoring
70% or better for
SLO-11 = 93%.
SLO-11 was met. No additional
changes or modifications to the
instructional methodology are
required at this time.
Percent of 15 total
students scoring
70% or better for
SLO-12 = 73%.
SLO-12 was met. No additional
changes or modifications to the
instructional methodology are
required at this time.
1
13. Identify marketing channels
of distribution and the
marketing intermediaries.
1
14. Identify retail marketers by
form of ownership and by
shopping effort.
1
15. Define advertising
strategies the advantages
and disadvantages of
advertising media.
Means: 25 test questions on the marketing
channels of distribution and the marketing
intermediaries.
Criteria: 70% of students will answer 70% or
more correctly
Means: 25 test questions on the retail
marketers by form of ownership and by
shopping effort.
Criteria: 70% of students will answer 70% or
more correctly
Means: 25 test questions on the marketing
research process and its application to sales
forecasting.
Criteria: 70% of students will answer 70% or
more correctly
4
Percent of 15 total
students scoring
70% or better for
SLO-13 = 67%.
SLO-13 was not met.
Modifications to the
instructional methodology are
required.
Percent of 15 total
students scoring
70% or better for
SLO-14 = 87%.
SLO-14 was met. No
additional changes or
modifications to the
instructional methodology are
required at this time.
SLO-15 was not met.
Modifications to the
instructional methodology are
required.
Percent of 15 total
students scoring
70% or better for
SLO-15 = 47%.