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Assessing authentically – learnings from marketing educators.

Authors :
Montano, S.
Gill-Simmen, L.
Lee, D.
Walsh, L.
Duffy, D.
Newman, N.
Source :
Journal of Marketing Management; Dec2023, Vol. 39 Issue 17/18, p1677-1709, 33p
Publication Year :
2023

Abstract

This paper demonstrates the importance and role of authentic assessments, that replicate industry practice, within Higher Education marketing programmes. We answer the call from employers, that students need to gain much-needed employability skills, and we illustrate how such assessments can be created to enable the development of employability skills. We provide an overview of four case studies, to illustrate different forms of authentic assessments, the theory which was used to underpin the designs, the skills developed during the assessments, and the outcomes of the assessments. As we emerge from the COVID-19 pandemic, which forced a move to online assessments, it is timely that we reflect on the value of authentic assessments and adjust our practice. [ABSTRACT FROM AUTHOR]

Details

Language :
English
ISSN :
0267257X
Volume :
39
Issue :
17/18
Database :
Complementary Index
Journal :
Journal of Marketing Management
Publication Type :
Academic Journal
Accession number :
174238362
Full Text :
https://doi.org/10.1080/0267257X.2023.2217826