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Title

Changing a marketing quantitative unit's perception of quality: a reflection on the search for short-term wins

Author(s)

Mitsis, Ann;  Foley, Patrick

Abstract

This paper critically reflects on a change intervention being run in an Australian university, for an undergraduate quantitative marketing metrics unit which has experienced low quality unit student evaluations, and uses Kotter’s (2007; 2008) eight stage framework as a means for identifying missing key steps in the change intervention process. This paper uses this analysis to examine what makes a quantitative marketing subject change intervention successful and sustainable. It could be suggested that on the basis of the short-term wins identified the change intervention could be interpreted as successful. However when quantitative end of semester evaluations were published there was no statistical improvement in unit quality satisfaction. Practical implications are also discussed.

Publication type

Conference paper

Research centre

Swinburne University of Technology

Source

Proceedings of 'Sustainable Management and Marketing', the 23rd Annual Australian and New Zealand Marketing Academy Conference (ANZMAC), Melbourne, Victoria, Australia, 30 November - 02 December 2009

Publication year

2009

FOR Code(s)

0806 Information Systems

Keyword(s)

Curriculum;  Delivery;  Quality

Publisher

Australian and New Zealand Marketing Academy

ISBN

1863081585

Publisher URL

http://www.duplication.net.au/ANZMAC09/Papers.html

Copyright

Copyright © 2009 Ann Mitsis and Patrick Foley. Published version of this paper reproduced here in accordance with the copyright policy of the publisher.

Full text

Peer reviewed