An approach to the evaluation of short post‐experience courses in marketing

Reports on a detailed evaluation of four one‐week marketing short courses for executives and focuses on before, during, and after assessments of the learning process and suggests that a wider use of such evaluative systems is long overdue. Posits that evaluative feedback after a course is completed can also be used to modify the next example, the study of marketing is now moving on from its early introductions. Aimed to discover whether marketing executives had applied any knowledge gained.