ASSESSMENT REPORT
FOR
Bachelor of Business Administration with a concentration in Marketing
(BBA-MKT)
Instructional Degree Program
Spring 2004
Assessment Period Covered
June 24, 2004
Date Submitted
Expanded Statement of Institutional Purpose Linkage:
Institutional Mission Reference:
Texas A&M International University, a Member of the Texas A&M
University System, is committed to the preparation of students for leadership
roles in their chosen profession and in an increasingly complex, culturally
diverse state, national, and global society. Through instruction, faculty
and student research, and public service, Texas A&M International
University is a strategic point of delivery for well-defined programs
and services that improve the quality of life for citizens of the border
region, the State of Texas, and national and international communities.
College/University Goal(s) Supported:
The primary objectives of the College of Business Administration are
directed toward the parameters of education for the administration of
business organizations. To this end, curriculum development is a continuous
activity in response to social, economic and technological developments
reflected in the evolving knowledge in the behavioral and quantitative
sciences.
Intended Educational (Student) Outcomes:
1. Students completing the BBA in Marketing will have a basic
understanding of marketing concepts.
2. Students should demonstrate a basic understanding of the concepts
included in the COBA common body of knowledge.
3. Graduates will demonstrate competency in communication skills.
ASSESSMENT REPORT
FOR
Bachelor of Business Administration with a concentration in Marketing
(BBA-MKT)
Instructional Degree Program
Spring 2004
Assessment Period Covered
June 24, 2004
Date Submitted
Intended Educational (Student) Outcome:
1. Students completing the BBA in Marketing will have a basic
understanding of marketing concepts.
First Means of Assessment for Outcome Identified Above:
1.Means of Program Assessment & Criteria for Success:
An objective test developed by members of the department will be given to
all the graduating students majoring in marketing. The test measures the
student’s knowledge of the following:
-
Buyer Behavior
-
International marketing
-
Marketing research
Success is deemed to be a 70% attainment in each area (average of
all student scores for the topic) with no area being below 50% attainment.
1. Summary of Assessment Data Collected:
Overall performance produced 64 correct responses out of a possible
105 producing an attainment level of 60.95%.
On the buyer behavior portion, there were 21 correct responses out
of 35 possible producing a 60% attainment.
On the marketing research portion, there were 22 correct responses
with a possible 35 producing a 62.86% attainment.
On the international marketing portion, there were 21 correct responses
with a possible 35 producing a 60% attainment.
1. Use of Results to Improve Instructional Program:
Although overall the results did not meet the expected goal of 70%
attainment, the objective of at least 50% attainment in every area
was met. Faculty will review the content and coverage of all areas
in order to increase student performance in those fields.
ASSESSMENT REPORT
FOR
Bachelor of Business Administration with a concentration in Marketing
(BBA-MKT)
Instructional Degree Program
Spring 2004
Assessment Period Covered
June 24, 2004
Date Submitted
Intended Educational (Student) Outcome:
2. Students should demonstrate a basic understanding of the
concepts included in the COBA common body of knowledge.
First Means of Assessment for Outcome Identified Above:
2. Means of Program Assessment & Criteria for Success:
The undergraduate business test produced and graded by the Educational Testing
Service will be used to determine mastery of the common core. The test will
be given to graduating students. The assessment indicators used will be accounting,
economics, management, quantitative business analysis, finance, marketing,
legal and social environment, and international issues. Our benchmark for
success is that students will perform overall at the mean score of 152 reported
for institutions that administered the test during spring 2003 and at the
assessment indicators mean scores (see below) reported for the institutions
that administered the test during spring 2003.
2. Summary of Assessment Data Collected:
The mean score for the 119 students taking the examination was
145.2 versus a mean of 152 for all institutions that administered the
test during spring 2003. The scores on the assessment indicators are
as follows:
|
|
Institutional Mean (Spring 2003) |
1. Accounting |
37.7% |
44.6% |
2. Economics |
39.9% |
43.2% |
3. Management |
48.3% |
57.6% |
4. Quantitative |
48.9% |
56.7% |
5. Finance |
31.7% |
36.6% |
6. Marketing |
44.8% |
47.3% |
7. Legal Environment |
43.5% |
49.8% |
8. International |
45.3% |
44.6% |
2. Use of Results to Improve Instructional Program:
Overall our students did not place at the 50 percent of all institutions
that administered the test during spring 2003. Except for International
Issues, students did not attain a mean level of performance in the
business fields listed as compared to other institutions that administered
the test during spring 2003. Students seem to have performed relatively
better in Marketing, Economics, and Finance but absolute performance
was better in Quantitative Business Analysis and Management. Departments
will make appropriate modifications to the content and coverage of
the common core courses and the test will be repeated during fall 2004.
ASSESSMENT REPORT
FOR
Bachelor of Business Administration with a concentration in Marketing
(BBA-MKT)
Instructional Degree Program
Spring 2004
Assessment Period Covered
June 24, 2004
Date Submitted
Intended Educational (Student) Outcome:
3. Graduates will demonstrate competency in written communication
skills
First Means of Assessment for Outcome Identified Above:
3. Means of Program Assessment & Criteria for Success:
A random sample of 13 final examinations was extracted from the BA
3310 (Business Communications) course. The student responses were read
by a committee of four (4) senior faculty and evaluated on the following
criteria:
-
Clarity = understandability
-
Style = is the writing appropriate for a business
environment
-
Grammar = spelling, syntax, sentence structure,
etc.
Each examination was scored as acceptable (1) or unacceptable (0)
for each criterion.
Overall, the percentage of acceptable answers should exceed 70%; in
each category the percentage should exceed 75%.
3. Summary of Assessment Data Collected:
For clarity, the percentage of acceptable essays was 82.05%
For style, the percentage of acceptable essays was 73.50%
For grammar, the percentage of acceptable essays was 47.01%
Overall, the percentage of acceptable essays was 67.52%
3. Use of Results to Improve Instructional Program:
Overall students did not meet expected performance. Grammar continues
to be an area of concern. This information will be again shared with
both the Business Communications faculty, and the faculty in the College
of Arts and Sciences. Added emphasis will be placed upon this aspect
of communications during fall 2004. In addition, the College of Business
will increase the recruiting of faculty in this field.
SUPPORT DOCUMENTATION
SOURCE
|
LOCATION/Special Instructions
|
ETS-Business Exam
(Common Core)
|
|
Locally-Generated Exam
(Accounting Majors)
|
|
|