Management – Marketing OIT Assessment Report
2008-2009 I. Program History
History
The Management – Marketing degree was first offered at OIT in the late 1990s. The Marketing Option provides students with a broad background in business management with a strong emphasis in modern marketing concepts and practices. Marketing graduates enjoy careers in management, advertising, research, consulting, distribution, sales, and entrepreneurial enterprises. This degree option is offered at the Klamath Falls campus.
II. Program Purpose
The Management faculty reviewed the program purpose, objectives, and learning outcomes during the fall faculty meeting in September 2008. The faculty reaffirmed the statements below:
Management – Marketing Option Mission Statement:
The Management – Marketing Option degree program provides students with a broad background in business management, international business, in-depth business computer applications, and detailed, content-specific marketing specialty areas.
Educational Objectives:
(1) The Management - Marketing option prepares students for employment in marketing, sales, advertising, and public relations professions.
(2) The Management - Marketing Option prepares students for entry into a master’s degree program.
Student Learning Outcomes:
Upon completion of this program, Management - Marketing graduates will be able to:
1. Demonstrate an understanding of the functional areas of accounting, marketing, finance, management, and economics.
2. Demonstrate an understanding of the legal and social environment of business.
3. Demonstrate an understanding of the global environment of business.
4. Demonstrate an understanding of the ethical obligations and responsibilities of business.
5. Demonstrate the ability to use business tools.
6. Demonstrate information literacy.
7. Demonstrate the ability to communicate effectively.
8. Demonstrate the ability to apply knowledge of business concepts and functions in an integrated manner.
9. Demonstrate the ability to work effectively in teams and/or groups.
10. Demonstrate the ability to create a comprehensive marketing plan.
III. Assessment Cycle
Assessment schedule
IACBE requires all accredited institutions to complete a full assessment cycle for all IACBE core student learning outcomes (SLOs 1-9) on an annual basis.
Program-specific learning outcomes (PSLO 10) will also be assessed annually.
IV. 2008-2009 Assessment Activities
Program-Specific Student Learning Outcome #1: Demonstrate the ability to create a comprehensive marketing plan.
Direct Assessment #1: The faculty assessed this outcome in BUS 319 Advertising Management winter 2009 using an advertising plan. The faculty rated proficiency of students using the following performance criteria.
Criteria for assessment: Students will be able to 1. Analyze the marketplace.
2. Assess internal competencies.
3. Write a promotional plan with contingencies.
4. Develop an advertising plan.
Faculty identified and measured student competency of this PSLO using six performance criteria. Seven students participated in this assessment activity.
Criteria Does not meet Meets or Exceeds Situation Analysis
100%
(7/7) Creative objectives
and strategy 100%
(7/7) Media objectives
100%
(7/7) Sales-promotion plan
100%
(7/7) Campaign approval
100%
(7/7) Post-tests
100%
(7/7)
Students were allowed to choose a company for their project this year, rather than being assigned companies. Overall interest in the project improved as did quality. Students worked more collaboratively and produced better collateral materials than in previous years.
Direct Assessment #2: The faculty assessed this outcome in BUS 473 Marketing Plan Development winter 2009 using a marketing plan. The faculty rated proficiency of students using the following performance criteria.
Criteria for assessment: Students will be able to 1. Analyze the marketplace.
2. Assess internal competencies.
3. Write a promotional plan with contingencies.
4. Develop an advertising plan.
Faculty identified and measured student competency of this PSLO using four performance criteria. Seven students participated in this assessment activity.
Criteria Does not meet Meets or Exceeds Situation analysis
100%
(7/7) Creative objectives
and strategy 100%
(7/7) Media objectives
100%
(7/7) Sales-promotion plan
100%
(7/7)
Again, students selected the firms they would work with for this project.
Allowing students this freedom greatly increased their interest in the project and decreased drop-outs (although three students did not complete the course).
Students felt more personally responsible to the companies they were working with since they had contacted them on their own or were employed by the firms.
Indirect Assessment: The faculty indirectly assessed this outcome spring term. Seniors completed a senior survey and attended a focus group session.
Both the survey and the focus group asked students to rate how well the Management - Marketing program taught the program-specific student learning outcomes and corresponding competencies. Students rated their proficiency using the following criteria for assessment.
Criteria for assessment: Students will be able to 1. Analyze the marketplace.
2. Assess internal competencies.
3. Write a promotional plan with contingencies.
4. Develop an advertising plan.
Students rated competency of this PSLO using the following marketing plan- related competency. One student participated in this assessment activity.
Criteria Does not meet Meets Exceeds Ability to write a
marketing plan.
100%
(1/1)
V. Student Learning Improvement Plan
Students met all performance criteria for this outcome. No further action is required at this time.
VI. Changes Resulting from Assessment Not applicable this year.
