"Profile of Marketing Students who Take and Pass the Principles of Marketing CLEP exam.” Dr. Richard F. James, Professor University of Wisconsin-Whitewater Mr. John Zimmerman, Marketing Education Instructor Janesville Parker High School Wisconsin

Purpose of the Study Identify key factors or characteristics of those marketing students who take and pass the Principles of Marketing CLEP. Identify key factors or characteristics of those marketing students who take and pass the Principles of Marketing CLEP.

Background of the Study A follow-up of the first year of promoting the CLEP Principles of Marketing as a strategy to establish academic credentials similar to AP courses in Wisconsin. A follow-up of the first year of promoting the CLEP Principles of Marketing as a strategy to establish academic credentials similar to AP courses in Wisconsin. This year was to have the numbers to identify key characteristics of those who pass the CLEP. This year was to have the numbers to identify key characteristics of those who pass the CLEP.

Review of CLEP CLEP=College-Level Examination Program. Accepted by over 2,900 two and four-year colleges and universities. CLEP=College-Level Examination Program. Accepted by over 2,900 two and four-year colleges and universities. Set up for life experiences (military) Set up for life experiences (military) Principles of Marketing (1 of 34) Principles of Marketing (1 of 34) National exam. Local adjustments National exam. Local adjustments The College Board* (AP too) The College Board* (AP too) One of five business related CLEPs One of five business related CLEPs*

CLEP Marketing How CLEP is administered. How CLEP is administered. On college campuses only. Some are restricted to own students. On college campuses only. Some are restricted to own students. Results immediately Results immediately ACE Score (normed) ACE Score (normed) 50 is considered passing 50 is considered passing Score (normed) Score (normed) Local adjustment (scores and credit) Local adjustment (scores and credit) Wisconsin ranges from but *** Wisconsin ranges from but *** Ninety minutes (multiple choice) Ninety minutes (multiple choice)

CLEP Marketing Study Timeline: Announced Fall 2005 Timeline: Announced Fall 2005 Population: Jr. or Sr. ME Students Population: Jr. or Sr. ME Students Materials: $10 Materials: $10 Preparation: Study Sessions & Materials Preparation: Study Sessions & Materials Initial Number of Schools: 37 Initial Number of Schools: 37 Actual: 5 who turned in the data sheets even though there were ? more who said they had students take it. Actual: 5 who turned in the data sheets even though there were ? more who said they had students take it. Why? John’s comments and his experiences. Why? John’s comments and his experiences.

CLEP Marketing Study-Why Not Didn’t get started early enough. Didn’t get started early enough. Students decided not to. Students decided not to. Definitely next year. Definitely next year. I had three that were going to put their schools didn’t take it.—wrong. I had three that were going to put their schools didn’t take it.—wrong. My students decided not to take it. My students decided not to take it. They don’t want to do it right now They don’t want to do it right now The university doesn’t take CLEP The university doesn’t take CLEP Principal doesn’t want them to test. Principal doesn’t want them to test.

CLEP Marketing-Profile 28 variables that were to be measured including: 28 variables that were to be measured including: Number of marketing courses Number of marketing courses ACT Score ACT Score Class Rank Class Rank Parents’ education Parents’ education Cooperative Experiences Cooperative Experiences DECA Experiences DECA Experiences Number of AP courses taken Number of AP courses taken

CLEP Marketing-Initial Analysis CLEP ME Exam Data CLEP ME Exam Data exams taken and tabulated. 34 exams taken and tabulated. In 2005 the Wisconsin ME Mean Score was 61 (fewer exams taken). In 2005 the Wisconsin ME Mean Score was 61 (fewer exams taken). In 2006 the Wisconsin ME Mean Score was In 2006 the Wisconsin ME Mean Score was Range was ACE score Range was ACE score Gender was 13 Males to 21 females Gender was 13 Males to 21 females 32/34 were seniors 32/34 were seniors Average number of marketing courses taken were 2. Average number of marketing courses taken were 2. Average grade was 1.3 for marketing courses (A=1) Average grade was 1.3 for marketing courses (A=1) 8/34 did not participate in DECA 8/34 did not participate in DECA

CLEP Marketing-Initial Analysis CLEP ME Exam Data CLEP ME Exam Data took AP courses but not all took AP exams 7 took AP courses but not all took AP exams All six passed the AP exam but only 2/6 passed the Marketing CLEP with a minimum ACE score of 50. All six passed the AP exam but only 2/6 passed the Marketing CLEP with a minimum ACE score of /34 identified PS education 33/34 identified PS education 28/32 identified business as their major 28/32 identified business as their major 3 identified education as their major. 3 identified education as their major. 29/31 identified 4-year university 29/31 identified 4-year university

CLEP Marketing-Initial Analysis CLEP ME Exam Data CLEP ME Exam Data Study Sessions Study Sessions School 1-ACE Average 53.8 (4) School 1-ACE Average 53.8 (4) School 2-ACE Average 61.2 (5) School 2-ACE Average 61.2 (5) School 3-ACE Average 46.6 (8) School 3-ACE Average 46.6 (8) School 4-ACE Average 38 (1) School 4-ACE Average 38 (1) School 5-ACE Average 56 (6) School 5-ACE Average 56 (6) School 6-ACE Average 45 (10) School 6-ACE Average 45 (10)

CLEP Marketing Strategies Strategies Take it yourself Take it yourself Get AP status at your school Get AP status at your school Lobby those universities not offering CLEP credit for Mkt. Lobby those universities not offering CLEP credit for Mkt. Develop informational packets for administrators, counselors, students, and parents. Develop informational packets for administrators, counselors, students, and parents. Perkins funding Perkins funding

CLEP Marketing Benefits Benefits Can establish marketing as academic as measured by CLEP regardless of whether the student’s university takes the credit—harder sell. Can establish marketing as academic as measured by CLEP regardless of whether the student’s university takes the credit—harder sell. $55-80 for three credits-economic value. $55-80 for three credits-economic value. Gives them a taste of college level testing. Gives them a taste of college level testing.

CLEP Marketing Cautions Cautions Some universities (mostly private) are taking a hard look at AP credit acceptance. Takes money out of their pocket. Some believe that is has been oversold. Some universities (mostly private) are taking a hard look at AP credit acceptance. Takes money out of their pocket. Some believe that is has been oversold. Not all believe either AP or CLEP measures what is needed especially basic skills area. Not all believe either AP or CLEP measures what is needed especially basic skills area. High schools are offering AP at the sophomore level. High schools are offering AP at the sophomore level. *60 credits of CLEP *60 credits of CLEP

CLEP Marketing Questions or comments? Questions or comments?