Journal of the Academy of Marketing Science

, Volume 19, Issue 4, pp 353–362 | Cite as

The current status of outcomes assessment in marketing education

  • Fred Miller
  • Don Chamberlain
  • Robert Seay


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.


Marketing Outcome Assessment Usefulness Score Formal Policy Critical Thinking Skill 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.


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Copyright information

© Academy of Marketing Science 1991

Authors and Affiliations

  • Fred Miller
    • 1
  • Don Chamberlain
    • 1
  • Robert Seay
    • 1
  1. 1.Murray State UniversityMurrayUSA

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