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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.

Each term, instructors are dealt a hand when presented with a surprise buffet of personalities from which to form teams. We need to make the best of it. While the benefits of team projects in marketing classes are well documented, they are not without pitfalls. A primary issue with student teams relates to the method of team formation, which often leads to many problems within student groups. We suggest a simple and innovative application of personality profiling to assist in forming student teams. Results comparing student teams formed using this technique with teams formed without using this technique look promising. (Contains 1 table.)