NotesFAQContact Us
Search Tips
Peer reviewed Peer reviewed
Direct linkDirect link
ERIC Number: EJ1154419
Record Type: Journal
Publication Date: 2017
Pages: 15
Abstractor: As Provided
ISSN: ISSN-1052-8008
Improving AACSB Assurance of Learning with Importance-Performance and Learning Growth: A Case Study
Harvey, James W.; McCrohan, Kevin F.
Marketing Education Review, v27 n3 p172-186 2017
Two fallacious assumptions can mislead assurance of learning (AoL) loop closing. Association to Advance Collegiate Schools of Business guidance states that learning goals should reflect the outcomes most valued by the program, but evidence shows that schools assign equal priorities to the skills selected. The second false assumption is that students' prior skill development begins at zero upon entry into programs and courses, leaving the true impact on outcomes open to speculation. Using course coverage in a Principles of Marketing course, we challenge these two assumptions by demonstrating the impact of adding outcome importance and prior learning on AoL.
Routledge. Available from: Taylor & Francis, Ltd. 530 Walnut Street Suite 850, Philadelphia, PA 19106. Tel: 800-354-1420; Tel: 215-625-8900; Fax: 215-207-0050; Web site:
Publication Type: Journal Articles; Reports - Research
Education Level: Higher Education
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Identifiers - Location: Virginia
Grant or Contract Numbers: N/A