2015 E.C Test Blueprint for Marketing Management PDF - Ministry of Education

Ministry of Education Test Blueprint for National Exit Examination to be held in 2015 E.C Band: 05 Program: - Bachelor of Arts Degree in Marketing Management Prepared by: Yonas Admasu (MA) – Dire Dawa University, Emai: admassuyonas@gm...

Ministry of Education Test Blueprint for National Exit Examination to be held in 2015 E.C Band: 05 Program: - Bachelor of Arts Degree in Marketing Management Prepared by: Yonas Admasu (MA) – Dire Dawa University, Emai: [email protected] Tel: + 0913394914 Worku Alemu (PhD) – Hawassa University, Email: [email protected] Tel: +251982181588 Andinet Worku (PhD) – Addis Ababa University, Email: [email protected] Tel: +251911486302 January, 2023 Wolayta Sodo, Ethiopia 1 Table of Contents 1. Introduction................................................................................................................................................................... 3 2. Objective of test blueprint............................................................................................................................................. 4 3. Expected profile of the Graduates................................................................................................................................. 4 3.1 Knowledge........................................................................................................................................................ 4 3.2 Skills................................................................................................................................................................. 5 3.3 Attitudes............................................................................................................................................................ 5 4. General objective.......................................................................................................................................................... 6 5. Specific objectives........................................................................................................................................................ 6 6. Themes and list of courses and Total credit hour of the selected courses.................................................................... 6 7. Total credit hour of the selected courses....................................................................................................................... 8 8. Test Blueprint (Table Specification) for Bachelor of Arts Degree in Marketing Management.................................... 9 9. Summary of test Blue Print......................................................................................................................................... 23 10. Conclusion................................................................................................................................................................ 24 2  1. Introduction The Ministry of Education of Ethiopia has announced the implementation of exit exam for all undergraduate program students (public and private), beginning with the 2022/2023 academic year, in order to improve the quality of graduates produced by higher learning institutions. The exit exam aimed at checking whether students have acquired the required knowledge, skills and attitudes or not. To implement this, it requires determining competency areas for a specific program, which is already completed. Based on the competency areas prepared, it needs to plan the construction of tests. Planning of a test is a first and vital step in the construction of an achievement test. An achievement test demands very systematic and careful planning, as a fact that good planning is a symbol of success. Tests are the tools that provide scores that measure level of student learning and study program learning outcomes. In order to achieve the valid and reliable measurement of student learning and program learning outcomes, the development of valid and reliable test is the mandatory. Test should be able to measure student performance in all dimensions of knowledge, skill and attitude. The carefully planned test construction contributes to improve the overall quality of the test in terms of test content validity, difficulty level, discrimination power and test reliability. Test preparation is not an easy task; it requires a careful planning and guideline to make the task simple. Test construction needs the preparation of test blue print. Test blueprint is defined as a complete plan that explains how to develop a test. The term refers to a map or specification of assessment to ensure that all aspects of the curriculum and educational domains are covered by the assessment programs over a specified period of time. It helps curriculum developers/test constructors to match various competencies with the course content and the appropriate modality of assessment. Generally, test blueprint will help to ensure tests: 1) Appropriately assess the achievement of instructional objectives of the course; 2) Appropriately reflect key course goals, objectives and the material learned or covered during the instruction period; and 3) Include the appropriate item formats along with the knowledge and skills being assessed. Keeping this in mind, the team has prepared this test blueprint document in order to help the test developers or content specialists in their process of valid and reliable test construction. The major points considered in the process of preparing this test blue print guideline were the core competencies that have been already identified for the themes of courses, the course contents, course credit hours, and the learning outcomes with their corresponding levels of achievement by learning domains. In line with these, the number of test items that should adequately assess the performance of students in all the content topics will be determined through discussion with the content specialists who construct the blueprint and test for their corresponding study program. 3  Therefore, the main purpose of this manual is to give direction on how to develop blueprint for content specialists so that they can develop a test blueprint for their respective program. 2. Objective of test blueprint Test blueprint preparation is generally opted to assist the preparation of a test that is representative, broadly sampled, and consisting of complete knowledge domain expected of the Ethiopian higher education students on completion of their study program. The specific objectives of test blueprint are to:  Facilitate the construction of a representative and balanced test items for the selected courses in accordance with the competencies identified.  Guide test developers or writers to write or set appropriate test items. 3. Expected profile of the Graduates 3.1 Knowledge Graduates will be able to Understand marketing principles, concept and tools Understand marketing concepts, marketing environment and marketing mix application to real world situations. Understand techniques of designing product, price, distribution channel and promotion. Understand the firm’s relationship with its stakeholders. (PRM and CRM) Know about market segmentation, targeting and positioning strategies Understand the nature of marketing communication tools to develop an effective promotional program Realize the major attributes of a product as per the needs and wants of customers Know about effective brand strategies for consumer and business goods Understand the essential abilities required to manage sales activities and sales force Understand how to Design and manage marketing channel systems that enhance efficient flow of products Realize how to Manage sales function Understand the international marketing environment and develop appropriate strategies to satisfy customers and win international competition Understand import and export procedures, policies and practices Understand the online marketing environment and strategies. Recognize about the marketing environment and develop appropriate strategies 4  Realize the service marketing mixes and strategies. Identify and evaluate marketing opportunities and feasible target markets for agricultural products for both domestic and global markets. 3.2 Skills Assess and Identify customers need and wants (customer orientation) Apply marketing mix’s strategies Apply integrated marketing communication tools on marketing mix’s Build good relationship with the customers and other stakeholders (CRM and PRM) Develop marketing plans. Analyze or examine the marketing environment of the firm Instruct in universities and higher training institutions. Apply creativity skill (skill required to develop new product, service or improvement in existing product or service. Apply Listening skills (paying attention to the feedback or comments of customers Apply analytical and critical thinking (reviewing marketing campaign and identify what could be improved in the future) Apply online marketing concepts and tools in online marketing program Apply Technical marketing skills. Apply selling skills and strategies Develop service marketing mixes and strategies Design appropriate channel for the distribution of product and services. Apply Transferable marketing skill develop marketing strategies, Analyze and interpret statistical data by using relevant quantitative models for marketing decision making Design appropriate marketing mix’s strategies for successful marketing of agricultural product Conduct consultancy service in marketing and offer training for the needy. 3.3 Attitudes Make ethical decisions with respect to marketing activities. Promote social well-being through developing and implementing appropriate marketing principles Good customer handling and treatment (support service) Have rational attitude towards private and/or public matters Keep the company’s confidentiality 5  Think logically, reason critically, and make professional judgments in marketing management. Carryout assigned activities with integrity and honesty. Appreciate working with others (marketing and other professionals); and Suggest other marketing professionals and ready to support the state and communities. Appreciate the value of data for multiple decision-making purposes. 4. General objective The Program is designed to provide a learning opportunity and train prospects who would like to pursue their career in the field of “Marketing Management”. Students on this program will get an exciting opportunity to combine business knowledge with professional expertise and develop the confidence to look forward to a career to understand, create, communicate, and deliver value and satisfaction to customers. The program is designed to provide students an in-depth understanding of how to achieve total customer satisfaction through the use of appropriate marketing skills. It is also aimed to develop flexibility, adaptability and independence to enable our graduates to cope in a rapidly changing economic, social and technological environment in an innovative way. Finally, the program aims at producing marketing professionals that can contribute a lot to the development of modern marketing practices in Ethiopia. 5. Specific objectives Be Familiar to the theories, concepts and models of marketing management. Apply the fundamental terms, concepts and theories of contemporary marketing activities in selected marketing situations. Comprehend behavior of customers that are relevant for marketing decision. Carry out marketing management functions in global environment where influences flow across international borders. Perform marketing research to generate market information that can facilitate effective marketing decisions. Make ethical decisions with respect to marketing activities. Manipulate marketing mix variables to achieve organizational objectives. Contribute their own share to the development of marketing practices. 6. Themes and list of courses and Total credit hour of the selected courses 6 S. No Thematic areas Courses to be included Cr.hr Principles of Marketing 4 Fundamentals of Consumer Behaviour 3 1 Marketing Marketing research 3 Sub-Total 10 Integrated Marketing Communication 3 2 Promotion & Brand Product & Brand Management 3 Management Sub-Total 6 Services Marketing 3 Services and E- 3 E-Marketing 3 Marketing Sub - Total 6 Marketing Channel &Logistics Management 3 Sales & Channel 4 Sales Management 4 Management Sub - Total 7 Strategic Marketing Management 4 Strategic & International Marketing 3 5 International Business Marketing 3 Marketing Agricultural & commodity Marketing 3 Sub- Total 13 6 Total 42 7 7. Total credit hour of the selected courses  The total credit hour of the selected courses are 42 Chrs 8  8. Test Blueprint (Table Specification) for Bachelor of Arts Degree in Marketing Management Learning outcomes and test weight Share Share Cognitive Affective Psychomotor Courses of of T 1 2 3 4 5 T 1 2 3 4 5 T Understanding Cr. Competenci Contents/C Learning Remembering Themes under the theme content Application H. es hapters Outcome Evaluation themes and s (120 Analysis Creation courses items) Understand marketing principles, Nature and Understand the concept and Scope of Nature and Scope tools Marketing 2 of Marketing 2 Assess and Identify customers Marketing Realize & analyze need and Environmen the Marketing wants t 2 Environment 2 Understandi Fundame Principle ng The Understanding ntals of of 4 11 Market 1 The Market 1 Marketin Marketing Market g Know the Market Segmentatio Segmentation, n, targeting targeting and and positioning positioning 2 2 Understand how Managing to Manage Products 1 Products 1 Pricing Realize Pricing Decisions 1 Decisions 1 Know the Promotion 1 Promotional mixs 1 9  Understand the physical Distribution Distribution and distribution 1 channel 1 Realize the major attributes of a product as per the needs Basics of Recognize Basics and wants of Consumer of Consumer customers Behavior 1 Behavior 1 Assess and Identify The customers Consumer Know the need and decision Consumer wants process 1 decision process 1 consumers Identify the needs and consumers’ needs motivation 1 and motivation 1 personality Realize the Consumer and personality of 3 9 Behavior consumer consumer behavior 1 behavior 1 Understand the consumer consumer perception 1 perception 1 Recognize the learning and learning and consumer consumer involvement in involvement 1 purchase decision 1 the nature of Understand the consumer nature of attitude 1 consumer attitude 1 Realize the individual individual difference in difference in innovation 1 innovation 1 10  the influence of Understand the culture and influence of social class culture and social on consumer class on consumer behavior 1 behavior 1 reference Know the group and influence of family reference group influence 0 and family Apply analytical and critical thinking The Nature Realize the Nature (reviewing and Scope and Scope of marketing of Marketing campaign Marketing Research and identify Research what could be improved in the future) 1 1 Analyze and interpret statistical Marketing data by using 3 9 The Research relevant understand the Research quantitative Research Process Process models for marketing decision making 0 Know and develop The research the research proposal 0 proposal Defining the Identify the problem and research problem the research and objectives objectives 1 1 Research 1 Develop the 1 11  design research design Qualitative Understand the research qualitative methods 1 research methods 1 Quantitative Understand the research quantitative methods 1 research methods 1 Measureme Organize different nts in measurements in Research 1 Research 1 Designing a Designing a Questionnai Questionnaire re 0 Determining Know & the sample determine the plan and sample plan and size 1 size 1 Data Apply data preparation preparation and and analysis 1 analysis 1 Understand and Selected practice the application selected of marketing application of research marketing 1 research 1 Presenting Know how to the research present the results 0 research results Total 10 29 29 Understand the nature of An Promotio marketing Integrated Introduction Understand the n& communicati Marketing to Integrated Integrated Brand 3 8 on tools to communic Marketing Marketing managem develop an ation Communica Communications ent effective tions promotional program 1 1 12  Apply Understand how integrated Analysis of to Analysis & marketing Marketing apply the communicati Communica Marketing on tools on tion Process Communication marketing Process mix’s 1 1 Realize the nature Advertising of Advertising 1 activities 1 Personal Realize & practice selling and Personal selling Direct and Direct Marketing 2 Marketing 1 1 Sales Realize & practice promotion Sales promotion and Public and Public relations 2 relations 1 1 Measuring understand how to the Measure the Effectivenes Effectiveness of s of the the promotional promotional program program 1 1 Know about effective New brand Know how to Products strategies for develop New Developmen consumer Products t and business Product & goods 1 1 Brand 3 9 Overview of Understand Managem brand overview of brand ent management 1 management 1 Customer Realize Customer Based Brand Based Brand Equity 1 Equity 1 Brand Understand & positioning 1 apply Brand 1 13  and values positioning and values Choosing brand Choosing brand elements to elements to build build brand brand equity equity 1 1 Designing Designing marketing marketing programs to programs to build build brand brand equity equity 1 1 Designing Designing and and implementing implementin branding g branding strategies strategies 1 1 Managing Know how to brands over Manage brands time 1 over time 1 Introducing Understand how and naming to Introduce and new name new products and products and brand brand extensions extensions 1 1 Total 6 17 17 Realize the service introduction Understand the marketing to service concept of service Service mixes and marketing marketing & strategies 1 1 Electroni Service Develop 3 9 Know about c Marketing service consumer consumer Marketi marketing behavior in behavior in ng mixes and services services marketing strategies 0 customer Realize the expectations 1 customer 1 14  of services expectations of services customer Know customer perceptions perceptions of of service 1 service 1 Understand & building build customer customer relationships in relationships 1 service marketing 1 service Apply service recovery 1 recovery strategy 1 service Understand & design and develop service developmen design t 1 1 delivering Know how to and deliver and performing perform service service 1 1 integrated services Apply integrated marketing services marketing communicat communications ions 0 Understand & pricing of implement pricing services 1 of services 1 services Apply services differentiati differentiation, on, quality quality and and productivity productivity 1 1 understand the online Realize the Overview of marketing Overview of E- E- E-commerce 3 8 environment commerce Marketing and strategies 1 1 Apply online Internet understand & marketing Marketing 1 analyze Internet 1 15  concepts and Environmen Marketing tools in t Environment online marketing program Online Develop Online Business Business Strategies 1 Strategies 1 Internet Develop Internet marketing marketing Objectives Objectives and and Strategies Strategies 1 1 Mobile Understand electronic Mobile electronic commerce 1 commerce 1 E- Know about the Commerce different E- Payment Commerce Systems 2 Payment Systems 2 Understand & E-commerce implement E- Security and commerce Controls Security and 1 Controls 1 Total 6 17 17 Understand how to Design and An Grasp the manage Marketing overview of overview of marketing Sales & Channel Logistics & Logistics & channel Channel &Logistic Channel Channel 3 9 systems that Manage s management management enhance ment Managem efficient flow ent of products 2 2 Design Transportati Know about appropriate on Transportation channel for Managemen 1 Management 1 16  the t distribution of product and services Traffic Understand Managemen Traffic t 1 Management 1 Know and apply Marketing the concepts of Channel Marketing Managemen Channel t 1 Management 1 Channel Identify Channel Participants 1 Participants 1 Developing Developing the the Channel Channel Design Design 1 1 Conflict in Mange Conflict in the the marketing marketing channel channel 1 1 Motivating Motivating the the channel channel members members 1 1 Understand the essential Introduction Understand about abilities to Sales the Sales required to Managemen Management manage sales t concepts activities and Sales sales force 1 1 Managem 4 11 Building Building ent Relationship Relationships Apply selling s through through Strategic skills and Strategic Planning strategies Planning 1 1 Forecasting Forecasting Market Market Demand, Demand, 2 Sales Budgets, 2 17  Sales and Sales Quotas Budgets, and Sales Quotas Planning for Planning for and and Recruiting Recruiting Successful Successful Salespeople Salespeople 2 2 Choices in Know how to Sales Force choose in Sales Organizatio Force n 1 Organization 1 Training the Provide training Sales Team 1 for the Sales Team 1 Compensati ng Know & apply (Remunerati compensation for ng) Salespeople Salespeople 1 1 Evaluation Evaluation and and Control Control of of Salespeople Salespeople 1 1 Understand & Professional implement the Selling Professional Process 1 Selling Process 1 Total 7 20 20 Strategic Strategic 4 11 Apply Realize the Overview of & Marketing marketing overview of Strategic Internatio Managem mix’s Strategic Marketing nal ent strategies 1 Marketing 1 Marketin Strategic Understand & g Develop Planning & apply the Strategic marketing Marketing Planning & plans Process 2 Marketing Process 1 1 Dealing Know how to With 2 Deal With 1 18  Competition Competition The Understand & Marketing analyze the Environmen Marketing t & Environment & Marketing Marketing Audit Audit 3 1 2 Managing Manage & the develop the Marketing Marketing Mix Mix Strategies Strategies 3 3 Internatio 3 9 Understand nal the Marketing international marketing environment Overview Understand the and develop Of overview of appropriate International International strategies to Marketing Marketing satisfy customers and win international competition 1 1 Understand import and International Analyze the export Marketing international procedures, Environmen Marketing policies and t Environment practices 1 1 Understand & International practice Market Market Selection, Selection, Segmentation, and Segmentatio Positioning in n, And International Positioning 1 Market 1 Foreign 2 Develop Foreign 2 19  Market Market Entry Entry Strategies Strategies International Execute Marketing International Product Marketing Product Policy 1 Policy 1 Know & develop Pricing in Pricing strategies International in International Marketing 1 Market 1 Know & apply Distribution in International international Distribution 1 market 1 Realize & develop Promotion strategies in International International Promotion 1 market 1 Business 3 8 Analyze the Marketing trends in businesses buying behavior and Introduction Know the their impacts to business business to the marketing marketing marketing of an actual product or service 1 1 Understand The Nature Understand the business of Demand Nature of Demand marketing & in Industrial in Industrial its Markets Markets environment 1 1 Business Realize Business Buying & Buying & Buyer Buyer 2 Behavior 2 20  Behavior Segmentatio understand & n of practice Business Segmentation of Markets 1 Business Markets 1 Industrial Realize & make Product Industrial Product Decisions 1 Decisions 1 Know & apply the Industrial Industrial Pricing Pricing 1 & its strategies 1 Distribution Understand and channel Distribution and relations in channel relations business in business markets 1 markets 1 Agricultur 3 9 Identify and al & evaluate commodit marketing y opportunities Marketing and feasible Over view Understand the target of Agricultural markets for Agricultural marketing agricultural marketing concepts products for both domestic and global markets 1 1 Design appropriate marketing Realize the mix’s Agricultural Agricultural strategies for marketing marketing successful functions functions marketing of agricultural product 1 1 The 2 Know the 2 21  marketing of marketing of agricultural agricultural commoditie commodities s Marketing Understand & strategies apply Marketing for strategies for agricultural agricultural products 2 products 1 1 Understand & Agricultural apply Agricultural commodity commodity exchanges 2 exchange process 1 1 Managing Know how to agricultural Manage marketing agricultural risks using marketing risks futures using futures markets 1 markets 1 Total 13 37 37 Grand Total 70% 10% 20% 22  9. Summary of test Blue Print Ministry of Education Higher Education Su-sector Share of Competencies (KSA) per course in Exit Exam Marketing Management S. Share of Competencies N Themes Course Name Cr.H Share courses Knowledge Attitude Skill Total Remark 1 Fundamentals of Marketing Principles of Marketing 4 11 11 11 Consumer Behaviour 3 9 8 1 9 Marketing research 3 9 6 3 9 2 Promotion & Brand Management Integrated Marketing Communication 3 8 6 2 8 Product & Brand Management 3 9 5 4 9 3 Services and E- Marketing Services Marketing 3 9 8 1 9 E-Marketing 3 8 6 2 8 4 Sales & Channel Management Marketing Channel &Logistics Management 3 9 5 4 9 Sales Management 4 11 5 6 11 5 Strategic & International Strategic Marketing Management 4 11 8 3 11 Marketing International Marketing 3 9 4 5 9 Business Marketing 3 8 8 8 Agricultural & commodity Marketing 3 9 9 9 Total 42 120 89 31 120 23 10. Conclusion Exit examination can have a vital role in producing knowledgeable, skillful and attitudinally matured graduates. It contributes to prepare competent graduates as it can serve as a quality check for effectiveness. It also helps in improving academic programs quality and effectiveness. Furthermore, it can create the platform for cooperation among academic programs at different universities to work jointly to improve the programs quality. In view of this, this document is produced to assist the setting of the exit examinations for all programs, which is being delivered by Ministry of Education. To meet the graduation profile, competency and learning outcome, exit exam competency selection and identifying core course was done for 2015 EC graduating students. As a result, preparing test blueprint is necessary to prepare fairly distributed items based on the above criteria. 24