Download Centrality of the customer in marketing decisions Students will

MBA/MARKETING CONCENTRATION
The MBA/marketing concentration requires 6 additional hours in marketing
beyond the MBA core. These 6 hours may be selected from 4 3-hour courses.
Therefore, students may complete the concentration with 6 different
combinations of two 3-hour courses.
Each student will maintain a portfolio containing various documents to be
used in assessment of student learning. This assessment portfolio will be
submitted to the departmental office during the student’s final semester prior
to graduation. Faculty will add additional documents (exams) to the
assessment portfolio, and then review the portfolio at the conclusion of the
student’s final semester.
Descriptions of the required assessment assignments will be posted on the
marketing department page on Starport as well as announced in the classes
where the MBA/Marketing concentration assessment takes place.
Assessment activity will begin in the Fall semester.
MBA/MARKETING LEARNING OBJECTIVES
1. Centrality of the customer in marketing decisions Each student will add
one project paper from either Buyer Behavior, Marketing Research, or
Services Marketing to her portfolio. Along with the paper, each student will
prepare (and add to the portfolio) a one-page explanation of how this project
illustrates the centrality of the consumer to marketing decisions.
2. Knowledge, techniques, and competencies to operate as effective
marketing managers The Strategic Marketing Decisions course requires an
examination (or examinations) of conceptual material as well as analysis of
real world cases. After a student submits the portfolio for assessment, the
course instructor will provide copies of examinations to be added to the
portfolio.
3. Ability to design and evaluate marketing programs Each student will be
required to select his “best” case analysis from the Strategic Marketing
Decisions course. This case analysis is to be added to the student’s portfolio.
4. Guiding role of the marketing function within the organizational structure
and culture Each student will be required to write a short paper that
demonstrates their understanding of this concept. With this paper, the
student must also include an article from a recent practitioner-targeted
periodical that illustrates how a real company did or did not follow this
prescription. The paper and article are to be added to the student’s portfolio
during the semester in which the student completes her last marketing
elective course.
BSB/MARKETING CONCENTRATION
The BSB/marketing concentration requires 6 additional hours in marketing
beyond the marketing 9 hour requirement (Mktg 3023 Marketing Analysis,
Mktg 3313 Consumer Behavior, Mktg 4152 Marketing and Management
Strategy). These 6 hours may be selected from 7 3-hour courses listed on the
BSB Marketing track sheet. Therefore, students may complete the
concentration with 9 required core marketing hours and 6 additional credit
hour electives chosen from different combinations of two 3-hour courses.
Each student will submit to their portfolio containing various documents to
be used in assessment of student learning. This assessment portfolio will be
maintained by the department prior to graduation. Faculty will add
additional documentation from learning objective 2 to the assessment
portfolio, and then review the portfolio at the conclusion of the spring
semester or the student’s final semester.
Descriptions of the required assessment assignments will be posted on the
marketing department page on Starport as well as announced in the classes
where the BSB Marketing concentration assessment takes place.
BSB/MARKETING LEARNING OBJECTIVES
1. Ability to make marketing decisions
Students must demonstrate the ability to use marketing information to make
a marketing decision. Students will be required to submit a case analysis
where the decision depends on the use and analysis of marketing
information. This will be accomplished in the Marketing Analysis class and
turned in to the instructor. Cases will be filed in the department office for
evaluation by marketing faculty. Evaluation using a rubric will be performed
in the spring by all participating marketing faculty. One hundred percent of
students are expected to demonstrate satisfactory ability.
2. Possession of knowledge of fundamental concepts of marketing Students
must demonstrate possession of knowledge of fundamental concepts of
marketing. Students must complete a comprehensive test of marketing
concepts given in the last required marketing class – Marketing Management
& Strategy. Instructor will provide test result to marketing faculty for
evaluation in the spring semester. Mean score of 80% is considered
satisfactory.
3. Formulate, analyze and solve a real world marketing problem
Students must demonstrate the ability to formulate, analyze, and solve a real
world marketing problem. Students must submit a written case analysis of a
real world marketing problem. This will be done late in the Marketing
Management & Strategy class. Marketing faculty will evaluate cases in the
spring using a grading rubric. 100% of students must demonstrate the
ability.
4. Centrality of the consumer in making all marketing decisions
Students must demonstrate an understanding of the centrality of the
consumer in making all marketing decisions. Students must submit one
project paper from Consumer Behavior and a one-page explanation of how
this project illustrates the centrality of the consumer to marketing decisions.
Projects and summaries will be turned in to the course instructor.
Departmental faculty will review the projects and explanations in the spring
using a rubric.