Knowledge Retention, BBA and Marketing: Top Universities vs. NU

Dr. Mary Beth McCabe

Dr. Nelson Altamirano

National UniversitySeptember 9, 2015

AGENDA Purpose of this research Research Questions Literature review - rankings Current situation and trends Peregrine data results Best practices and actions

Purpose of this workshop

Explain topic of knowledge retention and NU student scores vs other universities.

Assess the results for BBA and Marketing from SOBM.

Make recommendations for improvements.

Research questions:

We teach and students learn every month. How much do they remember when they take their capstone?

How our students compare to our competitors?

How can we use this information to improve the teaching of marketing?

Literature Review – rankingsbest MKT programs US News & world report – 2015 Edition, page 120

1. University of Michigan – Ann Arbor (Ross)2. University of Pennsylvania (Wharton), 3. University of Texas-Austin (McCombs)4. Indiana University-Bloomington (Kelley)5. University of California-Berkeley (Hass)

Knowledge Retention

Facts/figures of relevance Adult learners are different, their brains are already

formed, so different approaches are suggested (Knowles)

Look for relationships between what is and what can be. Making relationships between new concepts with personal own experiences and old knowledge is the main element for successful learning.

Not all agree that these are valued for the money. The Use of the ETS Major Field Test for Assurance of Business Content Learning: Assurance of Waste? (Mason, Coleman, et all, 2011)

             From Steven L. Chew, www.samford.edu/how-to-study : A. The intention and desire to learn B. Paying close attention to the material as you study C. Learning in a way that matches your personal

learning style D. The time you spend studying E. What you think about while studying

Answer this Question: What is the most important ingredient for successful learning?

Why Peregrine and the BBA?

CPC-based exam assess retained knowledge: what students know as a result of their academic experience

Exam is neither easy or hard, wants to test retention knowledge

Program level assessment required for accreditation and is used as Direct Measure. We started with a pilot and run fully since AY 2014-15.

Peregrine’s exam based on Common Professional Component (CPC) defined by ACBSP and IACBE

Outbound Exam used for internal and external benchmarking (continuous improvement). Compares us to other similar schools, AACSB, IACBE, and other online universities, as well as hybrids and other non profits.

The BBA is the largest program at SOBM and the second largest at NU (1,600 SICs per academic year)

Yellow: IACBE Accredited Red: AACSB Accredited

IACBE Region 8 (Western)Ashford UniversityCalifornia Maritime AcademyChaminade University of HonoluluConcordia University IrvineJohn F. Kennedy UniversityNational UniversityPacific Union CollegeUniversity of Guam

Undergraduate CPC-based COMP Exam (CPC: Common Professional Component)Topics and Subjects

Accounting (ACC201, ACC202) Business Ethics (MGT400) Business Finance (FIN310) Business Integration and Strategic Management (BUS480) Economics (ECO203, ECO204) Global Dimensions of Business (MGT430) Information Management Systems (BIM400) Legal Environment of Business (LAW304) Marketing (MKT302A) Operations/Production Management (MGT451) Organizational Behavior (MGT309C) Quantitative Techniques and Statistics (MNS205, MNS407)

Benchmarking Peregrine scores not academic scores

Peregrine Exam Results (%) Relative Student Competency BUS480 Conversion (%)80-100 Very High 93 - 10070-79 High 90 - 9260-69 Above Average 80 - 8940-59 Average 70 -7930-39 Below Average 63 - 6920-29 Low 60 - 620-19 Very Low 0 - 59

Peregrine Data Analysis

Peregrine Data results – Analysis summary Undergraduate BBA exams, outgoing scores were

11.8% higher than AACSB schools, and higher compared with many other aggregate university rankings.

N=223 (sample size) Marketing scores for all is 55.89% MKT is 12.36% above average vs. AACSB universities In online delivery, NU is ahead by 9.64% in MKT, vs.

8.63% ahead of other IACBE western schools. Next Steps: Our Marketing faculty can focus on

Product, our only weak area, in MKT 302a classes.

How can we use this report to improve our quality at NU?Best Practice using

academic comparisonsAction Steps

Annual assessment reporting

Include in PAR reports

Faculty training to improve knowledge retention

Discuss at Sept faculty meeting how to improve knowledge retention

Follow up on training After 6 mos, survey faculty on what is working best

Share with counselors Discuss findings with student advisors

Share with potential faculty

Discuss at interviews/hiring

Share with alumni Ask for feedbackKeep it simple Be brief and clearSeek Incremental improvement

Include everyone in the process

References

Coakley, L and Sousa, K., (2013) , The Effect of Contemporary Learning Approaches on Student Perceptions in an Introductory Business Course, Journal of the Scholarship of Teaching and Learning, Vol 13(3), p. 1-22

Chew, S. www.samford.edu/how-to-study Retrieved September 3, 2015.

Kelly, Nate, (2012) The information battlefield: trainers who combine technology with application of Malcolm Knowles' adult-learning characteristics have a strategic advantage in capturing their learners' attention in an environment of information overload. Training, Nov-Dec, 2012, Vol.49(6), p.10(2)

Knowles, M , Holton, E, Swanson, R. (1998) The adult learner : the definitive classic in adult education and human resource development. Gulf Pub. Co., Houston, TX.

Mason, Coleman, et all, 2011. The Use of the ETS Major Field Test for Assurance of Business Content Learning: Assurance of Waste? Journal of Education for Business. Mar/Apr2011, Vol. 86 Issue 2, p71-77.

Peregrine Test scores, June 2014-June 2015.

Q and A?

Please send comments to mmccabe@nu.edu or naltamirano@nu.edu