MRKT 170 - Fundamentals of Advertising - Stage 5 - Carole Meagher
Assessment
| Assessment Methods | - Analysis of exam, quiz, or homework items linked to specific SLOs
- Assignments based on rubrics (such as essays, projects, and performances)
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| Assessment Description | Reviewed final exams to determine whether students clearly understood Functional, Symbolic, or Experiential positioning. |
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| Learning Outcomes | G. Construct the consumer perception process and compare the fundamental motives behind consumer purchases. |
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| Number of Sections | 2 |
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| Number of Instructors | 1 |
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| Number of Students | 30 |
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Data Analysis
| Data Shared With | Faculty and staff within our department |
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| Data Sharing Methods | Email |
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| Data Summary | 90% of students correctly identified that positioning for a particular ad was not functional, but symbolic or experiential. |
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| Analysis Summary | Students identified their favorite ad, then were asked about the positioning strategy and explain their choice. |
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| Next Steps Planned | Generally went well. The students who missed the point of the ad were ones who generally weren't very strong to begin with, so 90% may be the best we are going to get. |
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| Learning Outcomes | Refer to previous. |
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Changes
| Details | More emphasis on positioning strategy. |
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| Learning Outcomes | Refer to previous. |
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Tentative Future Plans
| Term | Fall 2013 |
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| Activities | Assessment (measurement) of outcomes |
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| More Details | TBD with colleagues. |
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SLO Details Storage Location
ELECTRONIC COPY - In my electronic filing system (hard drive or web server)
Additional Highlights
Definitely became a good keystone to show who really got what was happening in the class. If they can't unpack an advertiser's positioning strategy, they are missing a lot of other content.
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