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Transcript
"Profile of Marketing Students who
Take and Pass the Principles of
Marketing CLEP exam.”
Dr. Richard F. James, Professor
University of Wisconsin-Whitewater
Mr. John Zimmerman, Marketing Education Instructor
Janesville Parker High School Wisconsin
Purpose of the Study

Identify key factors or
characteristics of those
marketing students who take
and pass the Principles of
Marketing CLEP.
Background of the Study


A follow-up of the first year of
promoting the CLEP Principles of
Marketing as a strategy to establish
academic credentials similar to AP
courses in Wisconsin.
This year was to have the numbers
to identify key characteristics of
those who pass the CLEP.
Review of CLEP

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CLEP=College-Level Examination
Program. Accepted by over 2,900
two and four-year colleges and
universities.
Set up for life experiences (military)
Principles of Marketing (1 of 34)
National exam. Local adjustments
The College Board* (AP too)
One of five business related CLEPs
*www.collegeboard.com/clep
CLEP Marketing

How CLEP is administered.

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On college campuses only. Some are
restricted to own students.
Results immediately
ACE Score (normed)
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Score (normed)
Local adjustment (scores and credit)
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50 is considered passing
Wisconsin ranges from 48-57 but ***
Ninety minutes (multiple choice)
CLEP Marketing Study
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Timeline: Announced Fall 2005
Population: Jr. or Sr. ME Students
Materials: $10
Preparation: Study Sessions & Materials
Initial Number of Schools: 37
Actual: 5 who turned in the data sheets
even though there were ? more who said
they had students take it.
Why? John’s comments and his
experiences.
CLEP Marketing Study-Why
Not

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Didn’t get started early enough.
Students decided not to.
Definitely next year.
I had three that were going to put
their schools didn’t take it.—wrong.
My students decided not to take it.
They don’t want to do it right now
The university doesn’t take CLEP
Principal doesn’t want them to test.
CLEP Marketing-Profile

28 variables that were to be
measured including:
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Number of marketing courses
ACT Score
Class Rank
Parents’ education
Cooperative Experiences
DECA Experiences
Number of AP courses taken
CLEP Marketing-Initial
Analysis

CLEP ME Exam Data--2006
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34 exams taken and tabulated.
In 2005 the Wisconsin ME Mean Score was 61
(fewer exams taken).
In 2006 the Wisconsin ME Mean Score was
48.9.
Range was 38-70 ACE score
Gender was 13 Males to 21 females
32/34 were seniors
Average number of marketing courses taken
were 2.
Average grade was 1.3 for marketing courses
(A=1)
8/34 did not participate in DECA
CLEP Marketing-Initial
Analysis

CLEP ME Exam Data--2006
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7 took AP courses but not all took AP
exams
All six passed the AP exam but only 2/6
passed the Marketing CLEP with a
minimum ACE score of 50.
33/34 identified PS education
28/32 identified business as their major
3 identified education as their major.
29/31 identified 4-year university
CLEP Marketing-Initial
Analysis

CLEP ME Exam Data--2006
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Study Sessions
0-3
School 1-ACE Average 53.8 (4)
School 2-ACE Average 61.2 (5)
School 3-ACE Average 46.6 (8)
School 4-ACE Average 38 (1)
School 5-ACE Average 56 (6)
School 6-ACE Average 45 (10)
CLEP Marketing

Strategies
Take it yourself
 Get AP status at your school
 Lobby those universities not
offering CLEP credit for Mkt.
 Develop informational packets for
administrators, counselors,
students, and parents.
 Perkins funding

CLEP Marketing

Benefits
Can establish marketing as
academic as measured by CLEP
regardless of whether the
student’s university takes the
credit—harder sell.
 $55-80 for three credits-economic
value.
 Gives them a taste of college level
testing.

CLEP Marketing
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Cautions
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Some universities (mostly private) are
taking a hard look at AP credit
acceptance. Takes money out of their
pocket. Some believe that is has been
oversold.
Not all believe either AP or CLEP
measures what is needed especially
basic skills area.
High schools are offering AP at the
sophomore level.
*60 credits of CLEP
CLEP Marketing

Questions or comments?