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ERIC Number: EJ1167325
Record Type: Journal
Publication Date: 2017
Pages: 12
Abstractor: As Provided
ISSN: EISSN-1835-9132
Content Analysis of Assessment Data in Marketing Education
Vowles, Nicole; Hutto, Alexandra; Miller, Peter Max M.
e-Journal of Business Education and Scholarship of Teaching, v11 n1 p57-68 2017
This study analyzes a sample of students' writing to assess their understanding of marketing concepts in the context of a Principles of Marketing course. Content analysis of pre- and post-essays was used to assess student knowledge of marketing concepts. The data was collected in Principles of Marketing classes. and highlight that many students bring an advertising and sales bias into the Principles of Marketing classroom and leave with stronger ideas of relationship and value. The infrequency with which both distribution and pricing are discussed in the essays highlights the need for additional emphasis in these areas. The methodology could be applied in a variety of marketing courses and range of applications for the purpose of course- or program-wide assurance of learning.
Australian Business Education Research Association. PO Box 408, Mapleton, Queensland 4560, Australia. e-mail:; Web site:
Publication Type: Journal Articles; Reports - Research
Education Level: Higher Education
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Grant or Contract Numbers: N/A