Standards-based assessment' for marketing courses : reconciling the gap between ideas and implementation in measuring creativity

Aila M. Khan; John Stanton; Daniela Spanjaard; Sara M. Denize; Neeru Sharma

Standards-based assessment' for marketing courses : reconciling the gap between ideas and implementation in measuring creativity

Aila M. Khan
, John Stanton
, Daniela Spanjaard
, Sara M. Denize
, Neeru Sharma

School of Business

Research output: Chapter in Book / Conference Paper › Conference Paper

Abstract

The development of Standards-Based Assessment (SBA) for university marketing courses requires a specification of criteria as well as the development of a concord between criteria and standards. Implementation of this process for different types of marketing courses and tasks warrants research of the issues and for guidance on how to proceed. This paper explains the types of issues likely to arise in implementation using the example of a poster development task set for undergraduate marketing students and assessment of creativity. Emphasis on the difficulties of construction is used to focus on the benefits and limitations of using SBA.

Original language	English
Title of host publication	Marketing: Shifting the Focus from Mainstream to Offbeat: Proceedings of the Australian and New Zealand Marketing Academy Conference, held 1 - 3 December 2008, Olympic Park, Sydney, N.S.W.
Publisher	Promaco Conventions for the ANZAM 2008 Conference
Number of pages	10
ISBN (Print)	1863081445
Publication status	Published - 2008
Event	Australian and New Zealand Marketing Academy Conference - Duration: 1 Dec 2013 → …

Conference

Conference	Australian and New Zealand Marketing Academy Conference
Period	1/12/13 → …

Keywords

marketing
study and teaching (higher)
standards
assessments
Australia

Cite this

Khan, A. M., Stanton, J., Spanjaard, D., Denize, S. M., & Sharma, N. (2008). Standards-based assessment' for marketing courses : reconciling the gap between ideas and implementation in measuring creativity. In Marketing: Shifting the Focus from Mainstream to Offbeat: Proceedings of the Australian and New Zealand Marketing Academy Conference, held 1 - 3 December 2008, Olympic Park, Sydney, N.S.W. Promaco Conventions for the ANZAM 2008 Conference.

Khan, Aila M. ; Stanton, John ; Spanjaard, Daniela et al. / Standards-based assessment' for marketing courses : reconciling the gap between ideas and implementation in measuring creativity. Marketing: Shifting the Focus from Mainstream to Offbeat: Proceedings of the Australian and New Zealand Marketing Academy Conference, held 1 - 3 December 2008, Olympic Park, Sydney, N.S.W.. Promaco Conventions for the ANZAM 2008 Conference, 2008.

@inproceedings{74eacab4b7b04cceaa07fbd59d56bade,

title = "Standards-based assessment' for marketing courses : reconciling the gap between ideas and implementation in measuring creativity",

abstract = "The development of Standards-Based Assessment (SBA) for university marketing courses requires a specification of criteria as well as the development of a concord between criteria and standards. Implementation of this process for different types of marketing courses and tasks warrants research of the issues and for guidance on how to proceed. This paper explains the types of issues likely to arise in implementation using the example of a poster development task set for undergraduate marketing students and assessment of creativity. Emphasis on the difficulties of construction is used to focus on the benefits and limitations of using SBA.",

keywords = "marketing, study and teaching (higher), standards, assessments, Australia",

author = "Khan, \{Aila M.\} and John Stanton and Daniela Spanjaard and Denize, \{Sara M.\} and Neeru Sharma",

year = "2008",

language = "English",

isbn = "1863081445",

booktitle = "Marketing: Shifting the Focus from Mainstream to Offbeat: Proceedings of the Australian and New Zealand Marketing Academy Conference, held 1 - 3 December 2008, Olympic Park, Sydney, N.S.W.",

publisher = "Promaco Conventions for the ANZAM 2008 Conference",

note = "Australian and New Zealand Marketing Academy Conference ; Conference date: 01-12-2013",

}

Khan, AM, Stanton, J, Spanjaard, D, Denize, SM & Sharma, N 2008, Standards-based assessment' for marketing courses : reconciling the gap between ideas and implementation in measuring creativity. in Marketing: Shifting the Focus from Mainstream to Offbeat: Proceedings of the Australian and New Zealand Marketing Academy Conference, held 1 - 3 December 2008, Olympic Park, Sydney, N.S.W.. Promaco Conventions for the ANZAM 2008 Conference, Australian and New Zealand Marketing Academy Conference, 1/12/13.

Standards-based assessment' for marketing courses : reconciling the gap between ideas and implementation in measuring creativity. / Khan, Aila M.; Stanton, John; Spanjaard, Daniela et al.
Marketing: Shifting the Focus from Mainstream to Offbeat: Proceedings of the Australian and New Zealand Marketing Academy Conference, held 1 - 3 December 2008, Olympic Park, Sydney, N.S.W.. Promaco Conventions for the ANZAM 2008 Conference, 2008.

Research output: Chapter in Book / Conference Paper › Conference Paper

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AU - Stanton, John

AU - Spanjaard, Daniela

AU - Denize, Sara M.

AU - Sharma, Neeru

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AB - The development of Standards-Based Assessment (SBA) for university marketing courses requires a specification of criteria as well as the development of a concord between criteria and standards. Implementation of this process for different types of marketing courses and tasks warrants research of the issues and for guidance on how to proceed. This paper explains the types of issues likely to arise in implementation using the example of a poster development task set for undergraduate marketing students and assessment of creativity. Emphasis on the difficulties of construction is used to focus on the benefits and limitations of using SBA.

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KW - study and teaching (higher)

KW - standards

KW - assessments

KW - Australia

UR - http://handle.uws.edu.au:8081/1959.7/45311

M3 - Conference Paper

SN - 1863081445

BT - Marketing: Shifting the Focus from Mainstream to Offbeat: Proceedings of the Australian and New Zealand Marketing Academy Conference, held 1 - 3 December 2008, Olympic Park, Sydney, N.S.W.

PB - Promaco Conventions for the ANZAM 2008 Conference

T2 - Australian and New Zealand Marketing Academy Conference

Y2 - 1 December 2013

ER -

Khan AM, Stanton J, Spanjaard D, Denize SM, Sharma N. Standards-based assessment' for marketing courses : reconciling the gap between ideas and implementation in measuring creativity. In Marketing: Shifting the Focus from Mainstream to Offbeat: Proceedings of the Australian and New Zealand Marketing Academy Conference, held 1 - 3 December 2008, Olympic Park, Sydney, N.S.W.. Promaco Conventions for the ANZAM 2008 Conference. 2008

Standards-based assessment' for marketing courses : reconciling the gap between ideas and implementation in measuring creativity

Abstract

Conference

Keywords

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