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Abstract
This study introduces marketing educators to the Madeline Hunter Direct Instruction Model (HDIM) as an approach to significantly and substantially improve student learning through course-embedded assessment.The effectiveness of the method is illustrated in three different marketing courses taught by three different marketing professors. The results demonstrate double-digit improvement in student achievement. Examples of application exercises are provided. The HDIM offers a viable tool for use in an environment in which marketing faculties are increasingly required to demonstrate course-embedded assessment as part of annual review, promotion, and tenure processes.
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