Reflective Essay and E-Portfolio to Promote and Assess Student Learning in a Capstone Marketing Course

Abstract

Schools of business are increasingly focused on efforts aimed at measuring, documenting, and improving student learning. E-portfolios have been introduced by a number of schools for purposes of assessment to meet the mandates of the Association to Advance Collegiate Schools of Business or similar accreditation agencies. E-portfolio, including a reflective essay, is employed here in a marketing strategy course for the purpose of enhanced student learning as well as the assessment of learning goals. Following a brief review of the literature, the e-portfolio assignment is designed and introduced. Preliminary results provide evidence of integrative learning and help identify the deficiencies that need to be addressed through curricular modifications.