Integrating the Development of Graduate Attributes Through Constructive Alignment

The importance of graduate attributes is increasingly recognized internationally in higher education and by industry, government, and accrediting bodies. However, integrating the development of graduate attributes, such as critical thinking and critical reflection, has proved challenging in business education. This article demonstrates the value of constructive alignment for integrating graduate attributes into an intensive marketing course. This illustrative Australian study traces the integration of two graduate attributes from course design, through active student engagement in a range of learning activities, to various assessments of student learning outcomes using standards-based assessment criteria. The study recommends that graduate attributes are expressed as learning outcomes and aligned with assessment criteria, that students' awareness of graduate attributes and their value is developed, that relevance for students' future marketing careers is embedded into learning activities, that substantial opportunities for practice in developing generic skills is offered, that formal and informal feedback from lecturers and peers is provided, and that a programwide approach to developing and integrating graduate attributes is adopted. Finally, the implications for enhancing employability skills of new business professionals and for institutions meeting the assurance of learning standards required for business school accreditation by bodies such as Association to Advance Collegiate Schools of Business, European Quality Improvement System, and Community of European Management Schools and International Companies are considered.