Writing Behavioral Learning Objectives for Marketing Courses: Meeting the Challenge of AACSB Outcomes Assessment

Behavioral learning objectives are statements of what students will learn from a course and the behaviors (skills) that will demonstrate such learning. Developing a list of behavioral learning objectives for individual courses helps marketing departments meet the new mission and goals approach that is now a required part of the AACSB accreditation process. Behavioral learning objectives offer evidence as to the effectiveness of the curriculum in achieving the college’s mission and educational outcomes. This paper outlines how behavioral learning objectives should be written for marketing courses and discusses their benefits to both faculty and students.