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Journal of Marketing Education
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Assurance of Learning for Principles of Marketing Students

A Longitudinal Study of a Course-Embedded Direct Assessment

Elizabeth K. LaFleur

The University of Southern Mississippi Gulf Park Campus, Long Beach

Laurie A. Babin

The University of Louisiana at Monroe

Tará Burnthorne Lopez

Southeastern Louisiana University, Hammond

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.

Key Words: assurance of learning • assessment • accreditation • marketing education • AACSB

This version was published on August 1, 2009

Journal of Marketing Education, Vol. 31, No. 2, 131-141 (2009)
DOI: 10.1177/0273475309335242
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