These eAssessments are planned to be used beginning Fall 2016 for a Marketing class for 90 to 300 students in a face-to-face class format. The course offers an introduction to the principles, concepts, and techniques of marketing with a significant objective of the course being the development of the basic understanding of the marketing process and its role in the organization, in the economy and in global markets. There are two 80 minute face-to-face classes per week or one three-hour class per week. This course is for first and second semester students from all disciplines and is offered all three semesters. A compressed version is offered during intersession for six weeks.
The goal was to develop objective assessments for the course using the “vehicle” of marketing business case studies to help illustrate key principles and concepts of marketing theory and offer students the opportunity to apply their knowledge. The cases frame the questions used and provide the context for the assessment.
Two Blackboard tools were used to accomplish this including Assignments to collect essay answers to several questions for a bonus exercise, and Tests, Pools, and Surveys to fully utilize quizzes built using several pools of questions. Eight to ten online quizzes are planned to be offered throughout the semester with multiple attempts available for the students. Several types of questions were used in producing the tests including:
– Calculated Formula – Very specific
– Calculated Numeric – Very specific
– MCQ’s
– Multiple Answer
– Fill in the Blank
– Matching
– Ordering
– True-False – Usually “too simple” for case learning
About Odette
The Odette School of Business offers Business Education, is AACSB (Association to Advance Collegiate Schools of Business) accredited and is one of only eight Canadian institutions with this prestigious designation. Odette ensures the Assurance of Learning (AOL) standards are followed as they are a requirement of the AACSB, therefore, the Program Learning Goals are ultimately mapped to Course Learning Objectives.
Learning Outcomes Assessed
By the end of the course students should be able to:
– Calculate a mark-up and a breakeven price – ability to survive a price war.
– Explain which of these six uncontrollable environments is most critical and be able to explain why – (Highlight’s market entry against entrenched competitors – the most critical uncontrollable environment is competition).
– Describe the elements of the marketing mix and recognize their relationships and applications – (Highlight’s the fact that pricing strategy occurs as part of a total marketing mix).
What Worked Well
These assessments will be used in the upcoming semester so more information about the pros, cons, and changes will be added after it has been utilized in a class.
Lesson Learned
When building the pools in Blackboard, provide clear identities. You will need to plan for good organization to realize the effectiveness of this tool. Also, create pool types based on question types. Don’t mix your question types.
Contact Information
Dr. William J. Wellington, Academic Director, Master of Management
r87@uwindsor.ca