Keller-Stuve 'Brand' Response

Keller and Stuve offer a more autonomous and if you will, capitalist approach in marketing and evaluating teacher productivity and effectiveness in light of recent technological advances. They refer to output models, pay-for-performance models and NCLBA’s linear improvement model of teacher assessment. Ultimately, each of the models have pro’s and con’s. However, Keller and Stuve’s aim is not to find a perfect equation for evaluating performance. There aim is to suggest additional methods for demonstration and evaluation allowing educators to create a ‘holistic image’ of their professional relevance through the use of various technologies.

Thinking about the idea of marketing myself as a teacher, only seems relevant in light of obtaining a job. However, under the ‘brand’ ideology, marketing and advertising is an on-going task. As a teacher-in-training, the ‘brand’ method of assessment is exciting as I intend to utilize many new and exciting tools in my classroom. However, to other teachers with inferior skills, it presents a choice: the choice to move with new technological changes in education, or the choice to continue to rely on old methodologies and technology.

Brand theory also presents educators with a challenge. How will older educators be trained in new skills? Who will provide funding? When will this type of assessment begin? Will we determine a pay scale based on assessment results or give bonuses for those who comply? Who will host sites for blogs and personal websites? When and how do we begin?
Liz offers that the State of Indiana, in their No Child Left Behind act is assessing teacher performance based on a rubric and a list of criteria. This is a step towards a more market-based evaluation method. It is so important to insure the quality of education our students are receiving today. Implementing NCLBA assessment methods in conjunction with Keller and Stuve’s brand theory of evaluation insures a step in the right direction for proper assessment of teacher efficiency, for the good of students, teachers, parents and the community alike.