Major Marketing Major
Stage 5

Assessment Activities

Assessment Methods
  • Quizzes, exams, or homework items linked to specific learning outcomes
  • Assignments based on rubrics (such as essays, projects, and performances)
  • Direct observation of performances, practical exams, group work
Assessment DescriptionReviewed concepts of target marketing and segmentation bases to ensure students can correctly identify and segment business and consumer markets appropriately, based on product/service offering.
Learning OutcomesPSLO2: Identify core concepts of marketing and the role of marketing in business and society.

15. Define a market

16. Define market segmentation

17. Define target market

18. What are the four criteria for a segment to be useful?

19. Define benefit segmentation and know an example

20. Define usage segmentation and give an example.

21. What is one-to-one marketing
Number of Courses2
Number of Students80

Data Analysis

Data Shared With

Faculty and staff within the same program (at CCSF)

Data Sharing Methods

Face-to-face meetings

Data Summary80% of students correctly answered target market/segmentation questions on exams. 90% described their respective target market and segmentation bases on assigned marketing plan.
Data AnalysisStudents achieved outcomes if they answered 5 out of 7 questions correctly on marketing exam. Students achieved outcomes if their marketing plans correctly identified, described, and detailed target market segmentation criteria.
Next Steps PlannedNo options chosen
Learning OutcomesNo options chosen

Changes

Details

Included an in-class exercise for students to segment the Nike target market based on different products offered.

Learning OutcomesPSLO2: Identify core concepts of marketing and the role of marketing in business and society

Tentative Future Assessment Plans

Assessment TermFall 2013
Assessment Activities
  • Analysis and discussion of assessment data and next steps
  • Implementation of planned changes and reassessment
Assessment DetailsPlace a greater emphasis (spend more lecture time), understanding unique bases for segmentation including: demographic, psychographic, behavioral, benefits, ethnic, and life cycle.

ILO Alignment and Assessment Plans

I.A. Use reason and creativity...PSLO2: Identify core concepts of marketing and the role of marketing in business and society
I.B. Apply diverse viewpoints...PSLO4: Analyze marketing problems and provide solutions based on a critical examination of marketing information
I.C. Locate, retrieve, and evaluate information...No answer
Fall 2013 ILO Assessment PlansAlthough our PSLOs map to these ILOs, we will not be conducting assessments of them in Fall 2013.

SLO Details Storage Location

HARD COPY - In my personal filing system (my office)

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