The Journal of Marketing Education (JME) was launched almost 35 years ago. In this invited article, we review JME's long and distinguished history. For historical perspective, we will lean heavily on the words of JME editors (including special issue editors); this focus adds context for the past and helps project the future. As a descriptive tool, we highlight key trends as they emerged over the years, and we offer a categorization rubric for simplifying cross-era comparisons. We also spotlight the most active authors over the years, note JME outstanding articles of the year, and highlight the most frequently cited articles. In presenting this historical review, we first discuss the methodology used for creating categorical areas and then present the findings for each of the four eras. We then provide an overview of each area and cross-era trend assessment. And finally, we conclude with future research directions. Keywords course content, marketing education issues, methodology, marketing careers/advising, skills/traits development in marketing education, education administration issues, learning approaches and issues, experiential learning techniques, ethics, technology in classroom, principles of marketing
There is very little written about assessment measures business schools use for assessing their programs that not only helps them meet the assessment criteria necessary for AACSB accreditation but also helps them improve the curriculum to build top-tier successful programs. This paper informs the literature on the assessment measure (and process) used by an MBA program to assess student learning through end-of-program capstone projects; success that is demonstrated by stabilized enrollments and a recent top-tier ranking. This paper is useful to any graduate or undergraduate business program that chooses to use capstone projects as an assessment measure to earn or renew AACSB accreditation. Following guidelines suggested by Banta (2004, 2007, 2011) and Polomba and Banta, (1999) a defined process is implemented to collect, assess, and disseminate assessment data to improve the MBA curriculum.
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