MRKT 170: Fundamentals of Advertising
Stage 5
Carole Meagher
Basic Information
| Number of Outcomes | 24 |
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| Number of Outcomes Assessed | 2 |
| Assessment Frequency | Every semester |
| Analysis Frequency | Every semester |
| Detail Link | Link |
Course Information
| Number of Course Sections | 2 |
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| Number of Instructors | 1 |
Improvement Details
| Details | Updated class to focus more on fundamentals - Targeting, Hierarchy of Marketing Effects, Measuring Objectives in each class, rather than psychological factors. |
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Assessment Methods
| Methods | Analyzed student final exam responses to the following situation: What is the stickiest ad you have ever seen? Imagine you are the ad agency that created it and reverse-engineer the Marketing Program (p. 19). Use poetic license, make things up, whatever you need to do. Be sure to explain your answers in full sentences. Use lots of buzzwords from the book. Students were allowed to use open book, open notes, and were specifically asked to address issues regarding the Hierarchy of Marketing Effects. |
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Assessment Data Discussion and Analysis
| Term | Spring 2014 |
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| How and With Whom | Discussed with other faculty. |
| Number Assessed | 23 |
| Data Summary | Students were asked to analyze an ad and discuss its impact on the Hierarchy of Marketing Effects. Thoroughly addressed question 19 82.61% Partially addressed question 2 8.70% Did not address question 2 8.70% --------------------------------------------------------- Total students assessed 23 100% |
| Planned Improvements | Students who came to class regularly were on top of the question. The two students who partially addressed the question were not strong students. The two who did not address the question at all were D/F students who put little effort into the class. The same pattern seems to be repeating for all my classes. Students who do the work achieve the outcomes. Students who don't do the work flail that the end of the semester. |
| Program Review Link | No answer |
Future Plans
| Term | Fall 2014 |
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| Activities | Revision of outcomes and assessment methods (measurements) |
| Details | Develop a brief formula with key factors that students will use to analyze every case study. Will try to see if this helps students be more focused on psychological factors, which seemed missed this semester for some reason. |
| Highlights | Always good to think about the class and discuss with colleagues. |