期刊名称：Journal for Advancement of Marketing Education
印刷版ISSN：2326-3296
电子版ISSN：1537-5137
出版年度：2010
卷号：16
期号：1
页码：10
出版社：Marketing Management Association
摘要：Effective student learning assessment contributes to marketing department internal strategic planning and fulfills AACSB accreditation requirements. The purpose of this research is to provide a brief review of the development of student learning assessment and report findings of an exploratory study on current learning assessment measures and practices in marketing programs at AACSB accredited schools. Results indicate that the most frequently used direct measures of student leaning were written and oral assignments and the most often implemented changes include multi-section course coordination, introduction of new courses, and modifications to existing courses. Staff support, faculty stipends, and training were reported as important incentives to encourage voluntary faculty participation.
