Modelling module evaluation in marketing education

Abstract

Quality assurance in higher education has been a subject of much interest and debate among academics, management of higher educational institutions, and the funding bodies, for some time now. Almost every higher educational institution has adopted some form of student evaluation mechanism as a part of this drive for quality assurance. This paper argues that evaluation systems existing in many institutions are not specific enough to provide useful guidelines for staff and management to improve on their provision. Many evaluation systems the authors have come across are too general, being institution‐wide, standard questionnaires which fail to provide much insight into how students evaluate instructor‐related factors and module‐specific factors. Under these circumstances, the objective of this paper is to present a model of instructor and module evaluation as a guideline for the development of more focused student evaluations within the context of marketing education.