Conference proceeding
AoL in marketing major: a case study
ANZMAC 2017 : Marketing for Impact ; conference proceedings, pp.544-548
Australian and New Zealand Marketng Academy Conference (ANZMAC) : Marketing for Impact (Melbourne, Australia, 04/12/2017 - 06/12/2017)
2017
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Abstract
Business schools are exploring ways to meet AACSB Accreditation Standards and Assurance of Learning (AoL) outcomes. Despite its growing importance, AoL remains a relatively under-researched area in marketing. Sampson & Betters-Reed's (2008) AoL of the marketing curriculum at Simmons College, USA suggests following four steps: (1) Program review, (2) development of learning goals, (3) curriculum design/redesign and (4) implementation. This paper highlights how these steps and corresponding AACSB standards can be applied to the marketing curriculum of a small, young Australian university. The results show each of the University graduate attributes emphasised in each of the major's eight units across all three AQF levels of learning (introductory, intermediate, advanced). Further, students' achievement in a range of marketing plan-related goals is directly assessed in four of the eight marketing major units across the three learning levels. The paper provides guidance for marketing academics in the design of and continuous improvement in marketing major curricula.
Details
- Title
- AoL in marketing major: a case study
- Creators
- Tania von der Heidt - Southern Cross University
- Publication Details
- ANZMAC 2017 : Marketing for Impact ; conference proceedings, pp.544-548
- Conference
- Australian and New Zealand Marketng Academy Conference (ANZMAC) : Marketing for Impact (Melbourne, Australia, 04/12/2017 - 06/12/2017)
- Publisher
- RMIT University; Melbourne, Australia
- Identifiers
- 1902; 991012821162402368
- Copyright
- © 2017 RMIT University
- Academic Unit
- Faculty of Business, Law and Arts; School of Business and Tourism
- Language
- English
- Resource Type
- Conference proceeding