Textile Brand Management and Marketing Assessment Report

Jan. 2011 – Dec. 2011

Section I: Program Assessment Plan with Curriculum Mapping of learning outcomes Student Learning Outcome Statements: What will students be able to do or know as a result of your program?

FTM 382

FTM 384

FTM 387

FTM 460

FTM 482

FTM 483

FTM 487

Time to measure

MEASURES:

Objective 1: Provide students an opportunity to understand, examine, and apply the essential elements of brand management and marketing with specific reference to the marketing of textile and apparel goods within the integrated textile complex.

Outcome 1: Students will be able to describe and identify brand management and marketing principles and methodologies, particularly as these relate to the textile and apparel industries.

x

x 2011 Exams

Outcome 2: Students will be able to examine and assess the effectiveness of brand management and marketing strategies. x x 2011 Exams, Project

Outcome 3: Students will be able to develop an integrated marketing plan using the principles of textile product development, sourcing, merchandising, and textile brand management and marketing concepts.

x 2011 Exams ,project

Objective 2: Provide students an opportunity to understand and examine visual merchandising communication techniques for brand management and marketing.

Outcome 1: Students will be able to outline the visual merchandising planning process from needs identification and concept development to execution stage.

x 2012 Exams, project

Outcome 2: Students will be able to identify and apply the design principles and art elements into an effective display.

x 2012 Exams, Project

Outcome3: Students will be able to gain an understanding of the fundamentals and functions of Integrated Brand Marketing Communication theories and frameworks.

x 2012 Exams ,project

Outcome 4: Students will be able to develop Integrated Brand Marketing Communication plan for brand management and marketing.

x 2012 Exams, project

Student Learning Outcome Statements: What will students be able to do or know as a result of your program?

FTM 382

FTM 384

FTM 387

FTM 460

FTM 482

FTM 483

FTM 487

Time to measure

MEASURES:

Objective 3: Provide students an opportunity to understand textile brand management and marketing strategies from a global perspective.

Outcome 1: Students will be able to describe the textile brand management and global marketing activities of select textile, apparel and retail industry marketing organizations.

x x 2013 Exams, project

Outcome 2:Students will get familiar with global trade regulations as they relate to the textile and apparel industry and analyze competitive opportunities and threats

x 2013 Exams, Project

Outcome 3: Students will be able to gain an appreciation of the importance of labor management to the textile and apparel industry from the global perspective.

x x 2013 Exams, project

Outcome 4: Students will be able to analyze global market opportunities, with emphasis on branding strategies and implementation strategies.

x x x 2013 Exams, project

Objective 4: Provide students an opportunity to study and practice market research methods.

Outcome 1: Students will be able to describe the role of marketing research in textile organizations.

x x 2014 Exams ,project

Outcome 2: Students will be able to distinguish the research process: design, interpretation and application.

x 2014 Exams, project

Outcome 3: Students will be able to conduct both primary and secondary research.

x x 2014 Exams, project

Outcome4: Identify and delineate tradeoffs in market research related to the research approach and methods including measurement, sampling and analytical tools.

x 2014 Exams, Project

Section II: Assessment Report for Year 2011 (Jan. –Dec) Learning outcomes under Objectives 1 were assessed in year 2011. Per the curriculum mapping FTM382 and FTM482 are the two major courses that cover these learning outcomes.

Program Outcome: Outcome 1: Students will be able to describe and identify brand management and marketing principles and methodologies, particularly as these relate to the textile and apparel industries.

Related Courses FTM382, FTM482 Method for Assessment

exams

Population (Number) and sample information :

Population: All seniors enrolled in the TBMM concentration and have completed FTM482. Sample: All students enrolled in the 3 sections of FTM382 (120students) and one section of FTM482 offered in 2011.

Implementation of method:

Two exams in FTM382, and the final exam in FTM482 measured students’ performance in relation to meeting this learning outcome.

Brief Summary of Results:

Students, in general, met this learning outcome indicated by their performance in these exams.

Decisions: In spring 2011, students in both sections of FTM382 presented much better test scores compared to students enrolled in the fall section. Instructors teaching different sections of this course will be contacted to discuss the potential improvements that could be made to raise students’ performance in the exams for this course to reflect their understanding of the basic brand management and marketing principles and methodologies. Potential improvements could focus on: 1) utilizing more frequent quizzes to check students’ learning before introducing the next new topic; 2) evaluation of the questions used in the exam to ensure reflection of the contents covered in class; and 3) providing out of class assistance to students who need extra assistance. As not all the students enrolled in FTM382 are TBMM students, the program will rely more on students’ performance in FTM482 to measure this particular learning outcome. Around 88% of students in FTM482 earned a grade of B- or above for the final exam, part of which measures students understanding of the fundamentals of Brand Management and Marketing. This is an indication that students were prepared well in FTM382 regarding gaining an understanding of the basic brand management and marketing principles and methodologies.

Program Outcome: Outcome 2: Students will be able to examine and assess the effectiveness of brand management and marketing strategies.

Related Courses FTM382, FTM482 Method for Assessment

Exams, and Integrated Brand Audit Project

Population (Number) and sample information :

Population: All juniors and seniors enrolled in the TBMM concentration Sample: all students enrolled in the 3 sections of FTM382(120students) and one section of FTM482 offered in 2011.

Implementation of method:

The final exam in FTM482 and an Integrated Brand Audit project in FTM382 were employed to measure students’ performance in relation to meeting this learning outcome. The Brand Audit Project is designed for students to utilize the select brand management and marketing evaluative tools to analyze an existing textile, apparel, or related firm that has a national presence.

Brief Summary of Results:

Students, in general, met this learning outcome indicated by their performance in the exam and project. Actually, the students assessed performed excellent in these activities.

Decisions: For FTM482, about 88% of students enrolled earned a grade of B- or better in the final exam. For FTM382, 100% of the students enrolled in the fall section and an average of 83% of students enrolled in the Spring sections earned a grade of B- or above. The program faculty agreed that the students did well in meeting this learning outcome.

Program Outcome: Outcome 3: Students will be able to develop an integrated marketing plan using the principles of textile product development,

sourcing, merchandising, and textile brand management and marketing concepts. Related Courses FTM482 Method for Assessment Integrated Brand Development project Population (Number) and sample information :

Population: All juniors and seniors enrolled in the TBMM concentration Sample: all students enrolled in FTM482 offered in 2011.

Implementation of method:

An Integrated Brand Development project was employed to measure students’ performance in relation to meeting this learning outcome. In this project, student teams are required to develop brand/extend/co-brand a new product featuring cotton as a primary positioning attribute for the domestic market and a selected global market.

Brief Summary of Results:

Students, in general, met this learning outcome indicated by their performance in the project. Actually, the students assessed performed excellent in this activity.

Decisions: All the students enrolled in FTM482 earned a grade of B- or above for this project. The average grade for the class on this project was 92(out of 100). The program faculty agreed that students enrolled in the TBMM met and exceeded this particular learning outcome. Students were well prepared and performed very well in applying the knowledge learned in 482. No improvement/changes will be recommended.