Improving writing through the marketing curriculum: A longitudinal study

December 20, 2012

Bacon, D.R., Paul, P., Johnson, C., & Conley, T. (2008). Journal of Marketing Education, 30(3), 217–225.


An objectively scored assessment of basic writing skills was used systematically in several courses throughout the marketing curriculum at a private university. Results indicate that repeated testing on editing skills with feedback will lead to repeated improvements in skills, and that these skills tend to be recalled for substantial periods of time. Further, the objectively scored instrument was found to correlate significantly with actual writing performance. Despite the success with this method, barriers remain to wider adoption.