Faculty Research at Morehead State University


Marketing Education Assessment Guide. Performance-Based Activities with Authentic Assessment Instruments.

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This guide presents performance-based authentic assessment ideas, samples, and suggestions to help marketing teachers and students respond to changes and pressures from outside the classroom. It contains 21 activities, each accompanied by a method of authentic assessment. In most cases, the authentic assessment method is a scoring device. The activities are categorized under these topics: communications in marketing; economic concept:; employment and advancement; human relations in marketing; marketing operations; marketing management; advertising and sales promotion; selling; and marketing concepts. Each activity consists of these components: title, learner outcome, competencies, objective, procedures, and additional activities, if any. Types of authentic assessment methods include performance checklists, classroom demonstration, self-evaluation, role playing, story board creation, questionnaires, and poster/collage.