Document Type

Report

Publication Date

2014

Abstract

As a marketing instructor, it has been challenging to find effective techniques to help my students improve their written communication skills. I have found that many students are seriously lacking skill in this area and have little recognition of its importance. Many times students have told me that other instructors “don’t care about the writing” and only grade “on the content.” This oversight could almost be humorous, since a threshold concept in marketing is the importance of effective communication between a brand and its desired audience. My personal dedication to better teaching of these critical skills led me to participate in the 2014 Backwards By Design Workshop. I gained many valuable insights from the workshop, but this assessment is focused on a very specific strategy that was directly actionable for all my courses. This strategy was a redesign of the written assignment explanations to better highlight connections to the course’s threshold concepts, as well as to more clearly communicate the guidelines and expectations to my students.

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