Assurance of Learning for Principles of Marketing Students

Abstract

This article describes the process one marketing faculty followed to demonstrate assurance of learning for marketing students and presents longitudinal results associated with a course-embedded direct assessment device in the Principles of Marketing course. The process follows closely the Association to Advance Collegiate Schools of Business (AACSB) new requirements for demonstrating assurance of learning and illustrates a methodology used to satisfy the requirements of multiple accrediting agencies. Although AACSB does not mandate assurance of learning at the major level, other accrediting bodies (i.e., regional agencies) do require this effort. Our focus on the Principles of Marketing course informs the assurance of learning in the foundations of knowledge for all business students, while simultaneously enabling continuous improvement with regard to education of marketing majors.