Assessing authentically–learnings from marketing educators

S. Montano, L. Gill-Simmen, D. Lee, L. Walsh, D. Duffy, N. Newman

Research output: Contribution to journalArticlepeer-review

2 Citations (Scopus)

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.

Original languageEnglish
Pages (from-to)1677-1709
Number of pages33
JournalJournal of Marketing Management
Volume39
Issue number17-18
DOIs
Publication statusPublished - 2023
Externally publishedYes

Keywords

  • Authentic assessments
  • case study
  • digital literacy
  • employability skills
  • marketing

Fingerprint

Dive into the research topics of 'Assessing authentically–learnings from marketing educators'. Together they form a unique fingerprint.

Cite this