MKT 291: Principles of Marketing
This project was undertaken as part of the Top 25 Initiative, and formed the basis for a comparative test of learning outcomes from Principles of Marketing (MKT 291) sections using the new pedagogy (3 sections) versus those using existing pedagogy (9 sections). A list of student learning outcomes was created on three levels; knowledge outcomes, skill outcomes, and affect outcomes.

Because of the different approaches and instructors over the 12 sections involved, a common final examination was used as the basis for the comparative test. The first section was made up of 50 multiple choice questions. The second section of the examination was comprised of a short case study. The study design focused on content or knowledge outcomes in the multiple choice section, and on skill outcomes and higher order thinking in the case study section.

The work for the ACT IV Project consisted of the development of three separate rubrics, although only one was applied to the course during the current term (as part of the final examination described above).

• Rubric I: Addresses the role of the Principles of Marketing course in the overall marketing curriculum and describes the higher order thinking that is the target of the cumulative course of study in the department. (Available below.)

• Rubric II: Was a revision of earlier work by Professor Jack Gifford, and addresses the assessment of class participation in an active learning setting. (Available below.)

• Rubric III: Was the specific rubric for the assessment of the case study portion of the final examination.

During the summer of 2008, the numerical scores from the different course sections will be compared on the multiple choice portion of the examination. In addition, two independent reviewers will apply Rubric III to a randomly selected set of case analyses.

Rubrics

Rubric I--Higher Order Thinking

Rubric II--Class Participation