A Level-Three Evaluation of Five Marketing Classes

Abstract

This study reflects the movement in American business toward measurement of education’s impact on business practice. The evaluation measured the extent to which concepts taught in five marketing classes were put into practice, and determined concept implementation factors. Both quantitative and qualitative data were gathered. Using a t-test to compare pre- and post-class scores, the author found that 16% of the behaviors had a significantly changed score. Though modest, the findings suggest a real transfer of learning to the workplace after only limited exposure to concepts. Overall, graduates were more likely to clearly identify research questions, determine the potential usefulness and timeliness of research data, get management buy-in, and select more appropriate methodologies. Factors that affected implementation include resources, management support, clear objectives, and openness to new ideas. Prescriptive implications include reinforcing concepts and, more importantly, educating management about the importance/impact of using appropriate marketing techniques.