JOURNAL OF HIGHER EDUCATION THEORY AND PRACTICE

Enhancing the Linkage of Learning Objectives to Learning Outcomes for Marketing

Author(s): Tyrone W. Jackson

Citation: Tyrone W. Jackson, (2012) "Enhancing the Linkage of Learning Objectives to Learning Outcomes for Marketing," Journal of Higher Education Theory and Practice, Vol.12, Iss. 2, pp. 11 - 19

Article Type: Research paper

Publisher: North American Business Press

Abstract:

Academics and students are concerned on what is taught in the classroom and not on the desired learning

outcome. This problem is exacerbated with professors assuming skills taught are retained. To ensure

skills are retained, studies have shown the simulation method has a greater chance of success. This paper

will discuss the steps involved a direct marketing campaign, when taught in a simulation, teach core

marketing skills and the desired learning outcomes sought for marketing learning objectives. A structured

approach simulation marketing campaign is discussed to instill strategizing, planning, executing, and

measuring, which have universal application to careers in marketing.