2019-2020 Marketing (BS) Assessment Plan

Assessment Year: 2019-2020
School: Business and Information Systems
Department: Business and Economics
Program: Marketing (BS)
Department Chair: fannansinghjamieson
Department Assessment Coordinator: ylee1
Program Coordinator: ylee1
Completed by: ylee1
Other Contributors:
Date Completed:2019/10/25 13:28:00 GMT-4

Program Mission

The purpose of the marketing program is to educate students to go into today's dynamic business world as well-prepared college graduates. This program provides a student-centered education approach that will prepare them for challenging careers in marketing fields. At the completion of this program, marketing students will be equipped with knowledge and skills to satisfy the consumer needs and wants, and ensure business profitability.

Assessment Plan

Outcome 1

Program Goal

Students demonstrate competency in integrating marketing knowledge from the various areas of marketing and applying it to business and society.

Program Student Learning Outcome

3.1 Students describe a comprehensive marketing plan to solve marketing issues facing profit/not-profit organization based on a critical examination of various marketing information.

Alignment with York’s Institutional Learning Outcomes (ILOs)

Intellectual Discovery and Creativity - Demonstrate excellence in academic inquiry, creativity, research, collaboration and professional growth.

Alignment with MSCHE Standard III Competencies

Critical Analysis and Reasoning

From which course(s), section(s) will you collect student artifacts?

MKT483 Marketing Management (capstone; only one section provided)

Sample Size

Fall 2019: 13 enrolled (class size is 25) Spring 2020: Not yet determined

Measure

Term Project (data collected from written report and oral presentation)

Measure Type

Direct

Target

75% of students reaching at least acceptable level (rubric has three levels – unacceptable, acceptable, exemplary)


Outcome 2

Program Goal

Students demonstrate competency in integrating marketing knowledge from the various areas of marketing and applying it to business and society.

Program Student Learning Outcome

3.2 Students analyze markets, customers, competitors, SWOT employing secondary and/or primary sources of information.

Alignment with York’s Institutional Learning Outcomes (ILOs)

Intellectual Discovery and Creativity - Demonstrate excellence in academic inquiry, creativity, research, collaboration and professional growth.

Alignment with MSCHE Standard III Competencies

Critical Analysis and Reasoning

From which course(s), section(s) will you collect student artifacts?

MKT483 Marketing Management (capstone; only one section provided)

Sample Size

Fall 2019: 13 enrolled (class size is 25) Spring 2020: Not yet determined

Measure

Term Project (data collected from written report and oral presentation)

Measure Type

Direct

Target

75% of students reaching at least acceptable level (rubric has three levels – unacceptable, acceptable, exemplary)


Outcome 3

Program Goal

Students demonstrate competency in integrating marketing knowledge from the various areas of marketing and applying it to business and society.

Program Student Learning Outcome

3.3 Students analyze marketing strategies that include segmentation, targeting, positioning and marketing mix.

Alignment with York’s Institutional Learning Outcomes (ILOs)

Intellectual Discovery and Creativity - Demonstrate excellence in academic inquiry, creativity, research, collaboration and professional growth.

Alignment with MSCHE Standard III Competencies

Critical Analysis and Reasoning

From which course(s), section(s) will you collect student artifacts?

MKT483 Marketing Management (capstone; only one section provided)

Sample Size

Fall 2019: 13 enrolled (class size is 25) Spring 2020: Not yet determined

Measure

Term Project (data collected from written report and oral presentation)

Measure Type

Direct

Target

75% of students reaching at least acceptable level (rubric has three levels – unacceptable, acceptable, exemplary)


Outcome 4

Program Goal

Students demonstrate competency in integrating marketing knowledge from the various areas of marketing and applying it to business and society.

Program Student Learning Outcome

3.4 Students effectively and logically create a business report, and clearly and succinctly communicate with audiences through oral presentation.

Alignment with York’s Institutional Learning Outcomes (ILOs)

Integrity - Demonstrate integrity as a central value in all aspects of their engagement including learning, research and service.

Alignment with MSCHE Standard III Competencies

Critical Analysis and Reasoning

From which course(s), section(s) will you collect student artifacts?

MKT483 Marketing Management (capstone; only one section provided)

Sample Size

Fall 2019: 13 enrolled (class size is 25) Spring 2020: Not yet determined

Measure

Term Project (data collected from written report and oral presentation)

Measure Type

Direct

Target

75% of students reaching at least acceptable level (rubric has three levels – unacceptable, acceptable, exemplary)


Rationale for the Plan

Based on Five-year assessment plan, this goal along with four PSLOs will be assessed in 2019-2020 academic year. MKT483 will be used to gather data; however, this course is a capstone course and has small number of students. Thus, Assessment will be conducted twice – Fall 2019 and Spring 2020 in order to increase sample size.

Data Collection and Evaluation

Data collection will be completed at the end of each semester (Fall/Spring) because direct measure is term project. Term project consists of two part – business report and oral presentation. These will be used to assess goal#3 and four PSLOs (#3.1,3.2,3.3 and 3.4). Data will be collected from MKT481 (capstone). Two professors (one full-time faculty and the instructor of MKT481) will be involved in the overall assessment process. They will evaluate, analyze and interpret the student data for the current academic year.