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The current status of outcomes assessment in marketing education

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Abstract

Under pressure for accountability and in pursuit of valid measures of their performance, institutions of higher education are examining outcomes assessment as a means of program and institutional evaluation. Through a survey of chairs of marketing departments, this study explores the current status of outcomes assessment in marketing education in universities in the United States. It examines attitudes toward several potential measures of educational outcomes as well as current and anticipated collection patterns for these measures.

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Authors and Affiliations

  1. Murray State University, Murray, USA

    Fred Miller, Don Chamberlain & Robert Seay

Authors
  1. Fred Miller
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  2. Don Chamberlain
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  3. Robert Seay
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Miller, F., Chamberlain, D. & Seay, R. The current status of outcomes assessment in marketing education. JAMS 19, 353–362 (1991). https://doi.org/10.1007/BF02726511

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