Curriculum Assessment in Marketing Programs: Current Status and Examination of Aacsb Core Standards at the Program Level

Abstract

This research reports two studies of marketing programs in AACSB-accredited business schools. In the first study, marketing area coordinators report their usage of specific outcomes assessments tools in a self-report, open-ended measure. Results indicate that few programs are employing a range of assessments to gather necessary data from students, alumni, and potential employers. In a separate, follow-up study, area coordinators respond to AACSB core competencies using a weighted gap analysis approach. The flexibility and usefulness of the analysis, the Curriculum Action Index, is discussed in light of the identified needs from Study I for increased assessment of marketing program outcomes.