Tará Burnthorne Lopez

Assurance of Learning for Principles of Marketing Students: A Longitudinal Study of a Course-Embedded Direct Assessment

This article describes the process one marketing faculty followed to demonstrate assurance of learning for marketing students and presents longitudinal results associated with a course-embedded direct assessment device in the Principles of Marketing course. The process follows closely the Association to Advance Collegiate Schools of Business (AACSB) new requirements for demonstrating assurance of learning and illustrates a methodology used to satisfy the requirements of multiple accrediting agencies. Although AACSB does not mandate assurance of learning at the major level, other accrediting bodies (i.e., regional agencies) do require this effort. Our focus on the Principles of Marketing course informs the assurance of learning in the foundations of knowledge for all business students, while simultaneously enabling continuous improvement with regard to education of marketing majors.

An Exploration of Textbook Reading Behaviors

Using data from student surveys, the authors investigated reading behaviors and attitudes regarding the perceived usefulness of an assigned text and supplemental materials. The findings suggest that even when students are satisfied with the text, they are not likely to read the text as often as suggested, nor are they likely to use the supplemental materials (i.e., break out boxes, cases, and exercises) made available to them. Students do, however, demonstrate a preference toward PowerPoint slides over textbooks for class information. The authors propose several explanations for these behaviors, including the proliferation of information technology and new teaching pedagogies.

Elements of salesperson control: an organization theory perspective

Purpose – The purpose of this paper is to present an argument for the importance of organizational culture and organizational socialization as controls for business‐to‐business salespeople.Design/methodology/approach – Organization theory suggests that social forms of control can be an effective influence on salesperson activities and behaviors. Based on organization theory, the paper presents a typology of social control combinations and offers propositions to guide future research.Findings – It is suggested that different combinations of organizational culture and socialization moderate the relationship between person‐organization fit and relevant outcomes such that, under various social control environments, creativity is greater, salesperson performance is higher, and salespeople are less likely to leave the firm and will experience greater job satisfaction.Research limitations/implications – The primary limitation is that it is conceptual in nature. Despite this, arguments presented herein support th...

A Process for Demonstrating Assurance of Learning for Marketing Majors

This paper describes the process one marketing faculty followed to demonstrate assurance of learning for its marketing majors. The process follows closely AACSB’s new requirements for demonstrating assurance of learning and will enable continuous improvement with regard to marketing education. This process also can be used at the college level.

The Consumer Behavior Challenge: Designing an Assignment to Motivate Student Reflection and Self-Growth

The tension caused by change pushes students to reflect on their new situation, examine preconceived ideas, and synthesize new with existing knowledge. In the Consumer Behavior Challenge, students are challenged to step outside of their comfort zone by changing a behavior or trying something new for a period of time. Through guided reflection questions and writing a blog entry, students work to make sense of their challenge experience and recognize consumer behavior concepts that affect their behaviors. The assignment helps motivate deeper levels of thinking and sets students on a path of academic and personal discovery and growth.

Academicians’ and Practitioners’ Views of Marketing Students’ Required Knowledge and Skills: A Structured Abstract

What specifically should students know and be able to do after completing a degree in marketing? It seems to be a simple question, but there is not simple answer. This research asked academicians and practitioners this very question and to compare how each value specific marketing concepts and skills. Responses revealed several topics of agreement, but also several areas of disagreement regarding the importance of a specific concept or skill.

Assurance of Learning: Analysis of a Marketing Core Concepts Exam

This paper describes how one marketing department developed and implemented a core concepts exam as one means to assess student learning. Different teaching and administration methods were examined, and results support no difference in teaching in this research setting, but do suggest that the most effective administration is requiring the exam as a final exam in the Principles of Marketing course.