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Implementing Assessment in an Outcome-Based Marketing Curriculum
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Borin, Norm; Metcalf, Lynn E.; Tietje, Brian C. – Journal of Marketing Education, 2008
This article describes the development and implementation of assessment in a new outcome-based marketing curriculum that was developed using a zero-based approach. Outcomes for the marketing curriculum were specified at the program, department, course, and lesson levels. Direct embedded assessments as well as indirect assessment methods were used…
Descriptors: Student Evaluation, Outcome Based Education, Business Administration Education, Performance Based Assessment