Abstract
Being a marketing educator has never been more challenging than it is today. Student expectations and institutional accountability standards are rising with regard to the quality of instruction. Research and publication pressures continue to increase as colleges and universities seek to competitively differentiate themselves in the eyes of multiple stakeholders. At a minimum, today’s faculty members are expected to demonstrate effectiveness in both teaching and research. Earning tenure, promotion, and above-average merit pay requires excellence in both domains. Much has changed in the past 15 years, and an updated examination of teaching excellence is warranted. This article finds that many of the fundamentals associated with master teaching 15 years ago remain the same today: strong communication skills, use of an interactive style, and asking thought-provoking questions. One major new characteristic, use of technology, is identified and has the potential to become even more important in the future.
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