University of Hawaii Community Colleges
Instructional Annual Report of Program Data (ARPD)

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Review Year: College: Program:

College: Kapiolani Community College
Program: Marketing

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The last comprehensive review for this program was on 2013, and can be viewed at:
http://ofie.kapiolani.hawaii.edu/wp-content/uploads/2013/01/cpr2013marketing.pdf

Program Description

Program Description

The Marketing Program is one of four academic programs in the Business, Legal and Technology Education Departemnt. The three other programs are Accounting, Information Technology, and Paralegal. The program staff includes one full-time faculty and six to eight lecturers. The Marketing Program offers an exit point at 33 credits for a Certificate of Achievement in Retail Management and a terminal point at 60 credits for an Associate in Science Degree. The program also offers a Certificate of Completion in Customer Services, a Certificate of Competence in Retailing, a Certificate of Competence in Management, and a Certificate of Competence in Entrepreneurship (effective Fall 2014, all of the Certificates of Completion and Certificates of Competence will be Certificates of Competence).

Program Mission Statement

The primary mission of the Marketing program is to prepare students for careers in Marketing with three major emphases:

Part I. Quantitative Indicators

Overall Program Health: Cautionary

Majors Included: CUST,MKT,RETM     Program CIP: 52.1401

Demand Indicators Program Year Demand Health Call
10-11 11-12 12-13
1 New & Replacement Positions (State) 1,039 148 210 Cautionary
2 *New & Replacement Positions (County Prorated) 626 107 97
3 *Number of Majors 99 113 104
3a     Number of Majors Native Hawaiian 19 19 21
3b     Fall Full-Time 40% 44% 48%
3c     Fall Part-Time 60% 56% 52%
3d     Fall Part-Time who are Full-Time in System 3% 0% 4%
3e     Spring Full-Time 42% 49% 57%
3f     Spring Part-Time 58% 51% 43%
3g     Spring Part-Time who are Full-Time in System 2% 1% 3%
4 SSH Program Majors in Program Classes 675 798 723
5 SSH Non-Majors in Program Classes 2,889 2,316 1,329
6 SSH in All Program Classes 3,564 3,114 2,052
7 FTE Enrollment in Program Classes 119 104 68
8 Total Number of Classes Taught 51 46 33

Efficiency Indicators Program Year Efficiency Health Call
10-11 11-12 12-13
9 Average Class Size 23.3 22.6 20.7 Cautionary
10 *Fill Rate 86.2% 84.8% 76%
11 FTE BOR Appointed Faculty 2 1 1
12 *Majors to FTE BOR Appointed Faculty 49.5 113 104
13 Majors to Analytic FTE Faculty 17.8 22.1 28.7
13a Analytic FTE Faculty 5.6 5.1 3.6
14 Overall Program Budget Allocation $183,957 $245,452 $208,613
14a General Funded Budget Allocation $183,957 $237,829 $152,193
14b Special/Federal Budget Allocation $0 $0 $0
14c Tuition and Fees $0 $7,623 $56,420
15 Cost per SSH $52 $79 $102
16 Number of Low-Enrolled (<10) Classes 6 0 1
*Data element used in health call calculation Last Updated: January 27, 2014

Effectiveness Indicators Program Year Effectiveness Health Call
10-11 11-12 12-13
17 Successful Completion (Equivalent C or Higher) 65% 72% 69% Cautionary
18 Withdrawals (Grade = W) 137 81 70
19 *Persistence Fall to Spring 54.4% 59.8% 59%
19a Persistence Fall to Fall     36.1%
20 *Unduplicated Degrees/Certificates Awarded 25 42 54
20a Degrees Awarded 8 6 7
20b Certificates of Achievement Awarded 3 5 9
20c Advanced Professional Certificates Awarded 0 0 0
20d Other Certificates Awarded 31 57 66
21 External Licensing Exams Passed   Not Reported Not Reported
22 Transfers to UH 4-yr 7 8 11
22a Transfers with credential from program 1 1 3
22b Transfers without credential from program 6 7 8

Distance Education:
Completely On-line Classes
Program Year  
10-11 11-12 12-13
23 Number of Distance Education Classes Taught 14 15 15  
24 Enrollments Distance Education Classes 434 417 362
25 Fill Rate 94% 83% 71%
26 Successful Completion (Equivalent C or Higher) 62% 63% 62%
27 Withdrawals (Grade = W) 59 45 49
28 Persistence (Fall to Spring Not Limited to Distance Education) 56% 58% 51%

Perkins IV Core Indicators
2011-2012
Goal Actual Met  
29 1P1 Technical Skills Attainment 90.00 90.63 Met  
30 2P1 Completion 50.00 43.75 Not Met
31 3P1 Student Retention or Transfer 74.25 73.08 Not Met
32 4P1 Student Placement 60.00 46.15 Not Met
33 5P1 Nontraditional Participation N/A N/A N/A
34 5P2 Nontraditional Completion N/A N/A N/A

Performance Funding Program Year  
10-11 11-12 12-13
35 Number of Degrees and Certificates     16  
36 Number of Degrees and Certificates Native Hawaiian     1
37 Number of Degrees and Certificates STEM     Not STEM
38 Number of Pell Recipients     32
39 Number of Transfers to UH 4-yr     11
*Data element used in health call calculation Last Updated: January 27, 2014
Glossary | Health Call Scoring Rubric

Part II. Analysis of the Program

PART II.  Analysis of the Program

Overall, the Marketing program is rated as “cautionary” as are the component ratings for demand, efficiency and effectiveness.  

Demand: Cautionary

The Demand rating of “Cautionary” in 2011 continues in 2012 as the re-definition of the Classification of Instructional Programs (CIP) from the 2010 Standard Occupational Classification (SOC) codes holds steady. The result of this new definition provides a more realistic estimate of “New & Replacement Positions” for Oahu (97 in 2012-2013 and107 in 2011-2012 compared with 626 in 2010-2011) and is better aligned with the learning outcomes of the program. 

The number of majors (104), however, reflects only those students who are on the pathway to graduate with a Certificate of Achievement in Marketing Retail Management (33 credits) or with an Associate of Science Degree in Marketing (60 credits). The 104 majors do not include the number of students currently enrolled on the pathway to receive the Certificate of Competence in Management (9 credits), the Certificate of Competence in Retailing (9 credits), the Certificate of Completion in Customer Service (15 credits), or the Certificate of Competence in Entrepreneurship (9 credits).

The Marketing program has seen some upward movement in several demand indicators, notably the number of majors Native Hawaiian (19 in AY 2012-13 vs. 21 in AY 2011-12), Fall Full-Time students (48% in AY 2012-2013 and 44% in AY 2011-2012) and Spring Full-Time students (57% in AY 2011-12 vs. 49% in AY 2009-10).  However, there has also been some downward movement in Number of Classes Taught from 46 in AY 2012-2013 to 33 in AY 2011-2012.

Efficiency: Cautionary

The Efficiency rating has continued as “Cautionary” for the second year in a row, down from a “Healthy” indicator in AY 2010-2011.  With only one FTE BOR Appointed Faculty, the rating is unlikely to change in the upcoming year.

As the Marketing Program (along with the Accounting and IT Programs) is now in the process of submitting an application for external accreditation from the Accreditation Council for Business Schools & Programs (ACBSP), the program will identify desirable qualifications for new faculty who possess the specific skills necessary to meet the changing needs of the program. This process is expected to take up to two academic years to complete.

Effectiveness: Cautionary

In the 2013 ARPD, the Effectiveness rating remained “Cautionary.”

Successful completion changed from 72% to 69%; withdrawals changed from 81 to 70; persistence remained steady at 59%; unduplicated degrees/certificates awarded increased from 42 to 54; degrees awarded rose by one from 6 to 7; certificates of achievement awarded increased from 5 to 9; other certificates awarded increased from 57 to 66; and transfers to UH 4-year increased from 8 to 11 students.

Distance Education: Completely On-line Classes

The number of distance education classes taught remained the same at 15 while enrollment decreased from 417 to 362. The successful completion rate changed little from 63% to 62%.

The one Perkins IV Core Indicators that was met is 1P1 Technical Skills Attainment and 2P1 Completion. The remaining five indicators were not met.

One of the ACBSP accreditation process highlights is that the revised program will articulate course-for-course to UH West O‘ahu and other 4-year institutions, which will improve the completion score. This process is expected take at least two academic years.

Part III. Action Plan

Long term plans for the marketing program are guided by the college’s strategic plan.  In the intermediate term, plans are guided by the program’s three-year comprehensive program review (CPR).  The action indicated in this report provides a short term measure which will contribute to the goals of the three year comprehensive program review, aligned with the college’s strategic plan. 

Specific activities for action in the Marketing program are related to seeking accreditation from the Accrediting Commission for Schools and Programs of Business.  The college has initiated the acccrediation process which will add stature to the program and provide standards and "best practices" to ensure that the program is aligned with the needs of industry.  Therefore, the primary actively for the marketing program in the coming two years is to complete the ACBSP accreditation process for the Marketing Program to update the program and tie its outcomes to current industry needs.

The program did not meet Perkins Indicators 2P1 (Completion), 3P1 (Retention/Transfer) and 4P1 (Placement). The review of the program (as part of the ACBSP accreditation process) is meant to develop a highly relevant degree and certificate program which will addresss these three key Perkins indicators. 

 

Part IV. Resource Implications

PART  IV.  Resource Implications

Program Specific Resources

Teaching Equivalencies (TEs) and/or overload payments for program review and program development in AY 2013-2014 and 2014-2015.

Note that there is a vacant position for the department.  The college plans to recruit to fill this vacancy once the program has been reviewed to determine the desirable qualifications for an additioanal marketing instructor.

Departmental Resources:

Apart from the specific resources related to the program, there are department-wide activities requiring resources to generally support all of the programs in the department.  The Business, Legal and Technology Education Department (BLT) will seek a combination of campus funds, general funds (faculty investment of time and energy), special funds, grants, private donations and other campus support services to ensure the achievement of our planned outcomes.

Marketing Materials, $500 per year

Accrediting Commission for Business Schools and Programs (ACBSP) Membership Dues, $1350 per year  

                The college is seeking accreditation for the Accounting, IT, and Marketing programs.

ACBSP Accreditation Fee, 2nd half of $2500 fee = $1250

ACBSP Candidacy Phase, Mentor Honorarium $400 or

     Mentor Consultation Fee $400/day and expenses $600+ (transportation, lodging, meals, etc.) for visit

ACBSP Candidacy Phase, Maintenance Fee $500/year

ACBSP Conference Attendance/Meeting with Mentor – Title III Grant, Perkins or other funding, cost to be determined; Registration $550 per person; Hotel approx. $1,000 per person; Airfare approx. $1100 per person.    Approx. $2650 per person x 5 = $13,250 (3 program coordinators, department chair, dean) – ACBSP Annual Conference, Chicago, IL, 6/27 – 30, 2014, “Engaged Learning in the Digital Age.”

Release time to complete accreditation process data collection and self-study – To be determined

Student Engagement Activities – Approximately $500 per year

Tracking certificates, degrees, transfers – to be determined

Student tutors, peer mentors (additional funding for renovated lab and classrooms extended hours of usage – See reference to BLT Technology Plan below

Student Fee Collection – College and departmental support; to be determined

Equipment/Supplies – See reference to BLT Technology Plan below

Professional Development – Approximately $5,000 per program (Accounting, Information Technology, Marketing and Paralegal) per year

Kopiko Renovations, Phase I completion and Phase II plans – To be determined

Per the Business, Legal and Technology Department Technology Plan, Table 1. BLT Technology Budget, Academic Year 2013-2014, Total $262,262

Includes – infrastructure upgrades, annual software upgrade, non-annual software upgrades, IT National Membership Fees, Computer equipment and servers, support equipment, consumable products, technical support staffing, staffing to enhance student retention, and professional development and training.

 

 

Program Student Learning Outcomes

For the 2012-2013 program year, some or all of the following P-SLOs were reviewed by the program:

Assessed
this year?
Program Student Learning Outcomes

1

Yes
1 Design and develop marketing solutions for current retail environments by employing appropriate marketing strategies.

2

Yes
2. Apply knowledge to basic management skills to maximize employee productivity.

3

Yes
3. Evaluate and apply marketing practices to create measurable results to meet marketing objectives.

4

Yes
4. Use foundational skills and knowledge to remain current with marketing and management strategies and trends and employ them in new business environments.

5

Yes
5. Utilize effective communication, problem solving and decision-making skills through the use of appropriate technology and with the understanding of the business environment.

A) Evidence of Industry Validation

The Marketing Program -- along with the Accounting and Information Technology programs in the Business, Legal, and Technology Education Department -- has begun the accreditation process with the Accreditation Council for Business Schools and Programs (ACBSP) to validate the relevance of the program, its degress and certificates.

No Advisory Board was held in 2012-2013 as the program began the process toward accreditation.

B) Expected Level Achievement

The Expected Level of Achievement in all the Business, Marketing, Management, and Entrepreneurship courses required for an AS Marketing degree is for 70% of the students to score 70% or higher on the assessment tools.

C) Courses Assessed

All courses were assessed during the 2012-2013 academic years. The KCC campus requirement is to review programs and course competencies at least once every five years. 

Courses Assessed

BUS 120 Principles of Business

EBUS 101 Teamwork Fundamentals

MGT 118 Principles of Supervision

MGT 122 Organizational Behavior

MGT 124 Human Resource Management

MKT 120 Principles of Marketing

MKT 130 Principles of Retailing

MKT 150 Principles of Customer Service and Selling

MKT 180 International Marketing

MKT 235 Principles of Merchandise Management

MKT 260 Integrated Marketing Communication

MKT 293 Marketing Internship

D) Assessment Strategy/Instrument

Given the number of courses being assessed (12), instructors were surveyed in November 2012 and given the following Program Assessment Instruments to choose from in order to report the Program Student Learning Outcome(s) targeted in both face-to-face and online courses they were currently teaching or that they had taught within the past three semesters:

Exams/Quizzes

Research

Team Projects 

Presentations

Case Study

Written Reports

Reflections

E) Results of Program Assessment

Results of the survey indicate that the Program SLOs are being addressed through a variety of assessments based on the instructor's preference. While the data suggests that a strong majority of students are performing at the 70% level and above, factors regarding repetition, redundancy, and scaffolding of (for example from Level 1 to Level 2), are not structurally included in the program.

Specific Program SLO assessment: 

Program SLO 1:  F2012, 85% at or above 70%

Program SLO 2: F2012, 85% at or above 70%

Program SLO 3: F2012, 95%  at or above 70%

Program SLO 4: F2012, 90% at or above 70%

Program SLO 5: F2012, 85% at or above 70%

 

F) Other Comments

While the assessment results affirm that the five PSLOs are being assessed successfully in the 12 BUS, EBUS, MKT, and MGT courses being offered, the overall high ranking between 85% and 100% on virtually all of the PSLOs supports the hypothesis that the same skill levels are being taught well and repeatedly in different courses as students progress through the Marketing Program.  

The skill levels deserve more focused attention to ensure that we are growing the students to master the skills within a two-year program at the levels desired by the hiring business community. In order to achieve this, the program needs to move toward national accreditation of the program to meet the academic and industry standards required for our students to begin well-paying career paths or to transfer successfully to a four-year baccalaureate institution. 

Resources are required to make this happen. Full-time faculty commitment is needed to initiate the accreditation process and make the corrections and changes necessary to gain program accreditation. Funding will be needed for ongoing faculty development training, curriculum and course development, process evaluation, and pilot testing a new or revised program to ensure that student skill levels are growing to the level needed for the student to find gainful employment or to continue to a four-year degree. Additional technology and equipment needs will also be needed. 

Counseling SLOs for use across campus were developed in 2010.  Since that time, units have assessed these SLOs.  Completed templates and summaries of the assessment cycle for counseling support of this program are available at the OFIE website at http://ofie.kapiolani.hawaii.edu/program-review.

In an effort to better align terminology and respond to feedback gained in previous assessment cycles, on November 21 and 22, 2013, an assessment retreat was held to revise these SLOs.  The revised Counseling SLOs will be assessed in the upcoming year.

G) Next Steps

Re-position the Marketing Program as a Business Program with Concentrations in Marketing, Management, and Entrepreneurship via the ACBSP accreditation process. During that process, the issues of skill repetition, scaffolding skill levels, and redundancy among courses will be addressed.