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)
Assessment DescriptionReviewed final exams to determine whether students clearly understood Functional, Symbolic, or Experiential positioning.
Learning OutcomesG. Construct the consumer perception process and compare the fundamental motives behind consumer purchases.
Number of Sections2
Number of Instructors1
Number of Students30

Data Analysis

Data Shared With

Faculty and staff within our department

Data Sharing Methods

Email

Data Summary90% of students correctly identified that positioning for a particular ad was not functional, but symbolic or experiential.
Analysis SummaryStudents identified their favorite ad, then were asked about the positioning strategy and explain their choice.
Next Steps PlannedGenerally 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.
Learning OutcomesRefer to previous.

Changes

DetailsMore emphasis on positioning strategy.
Learning OutcomesRefer to previous.

Tentative Future Plans

TermFall 2013
Activities

Assessment (measurement) of outcomes

More DetailsTBD with colleagues.

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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