Evaluation and the search for course improvement : a nine step approach

Abstract

In the last thirty years, accountability for expenditure of public funds has become the hue and cry of an ever-increasing number of economy-minded social reformers. In several countries, policy makers now routinely authorise funds to be used for the express purpose of evaluating educational programmes to determine their effectiveness. Students bodies in Europe and the USA are also demanding more responsibility and have asked their members to start conducting their own evaluations. lt is in the interest of the teaching profession that proper evaluations are carried out in order that the educational principles ii cherishes are safeguarded. This paper proposes a nine-step approach to the evaluation of marketing courses.