Effective marketing instructors commonly share a love for their students, an affinity for the subject matter, and a devotion to continuous quality improvement. The purpose of this article is to highlight 10 anchor points for teaching Principles of Marketing, which are designed to better engage students in the learning process. These anchor points—caring, realism, preparation, classroom comfort, humor, high standards, passion/compassion, humility, time management, and honesty—are vital aids in crafting meaningful student engagement and learning. In the article, each of these anchors is linked to current research findings on high-quality marketing instruction. Additionally, suggestions for each anchor point are presented.
Ackerman, David S., Barbara L. Gross, and Lars Perner. 2003. Instructor, student and employer perceptions on preparing marketing students for changing business landscapes. Journal of Marketing Education25 (1): 46-56.
2.
Adrian, C. Mitchell, and G. Dean Palmer. 1999. Toward a model for understanding and improving educational quality in the principles of marketing course. Journal of Marketing Education21 (1): 25-33.
Archibold, Randall C.1998. Give me an “A” or else. New York Times, May 24, WK5.
5.
Bacon, Donald R.2003. Assessing learning outcomes: Acomparison of multiple-choice and short-answer questions in a marketing context. Journal of Marketing Education25 (1): 31-36.
6.
Bacon, Donald R., and Jenny Novotny. 2002. Exploring achievement striving as a moderator of the grading leniency effect. Journal of Marketing Education24 (1): 4-14.
7.
Barr, Terri Feldman, and Kevin M. McNeilly. 2002. The value of students’ classroom experiences from the eyes of the recruiter: Information, implications, and recommendations for marketing educators. Journal of Marketing Education24 (2): 168-173.
8.
Bartels, Robert. 1962. The development of marketing thought. Homewood, IL: Irwin.
9.
Benbunan-Fich, Raquel, Héctor R. Lozada, Stephen Pirog, Randi Priluck, and JosephWisenblit. 2001. Integrating information technology into the marketing curriculum: A pragmatic paradigm. Journal of Marketing Education23 (1): 5-15.
10.
Bennis, Warren. 1999. Old dogs, new tricks. Provo, UT: Executive Excellence.
11.
Berman, Barry, and Alex P. Sharland. 2002. The teaching of relationshipmarketing concepts in undergraduate marketing principles and graduate introductory marketing courses. Journal of Marketing Education24 (2): 125-134.
12.
Berry, Leonard. 1999. Discovering the soul of service: The nine drivers of sustainable business success. New York: Free Press.
13.
Bilimoria, Diana. 1995. Modernism, postmodernism, and contemporary grading practices. Journal of Marketing Education19 (November): 440-457.
14.
Celsi, Richard L., and Mary Wolfinbarger. 2002. Discontinuous classroom innovation: Waves of change for marketing education. Journal of Marketing Education24 (1): 64-72.
15.
Clayson, Dennis E.1999. Students’ evaluation of teaching effectiveness: Some implication of stability. Journal of Marketing Education21 (1): 68-75.
16.
Clayson, Dennis E., and Debra A. Haley. 1990. Student evaluations in marketing: What is actually being measured?Journal of Marketing Education12 (3): 9-17.
17.
Coronel, José M., María J. Carrasco, Marisa Fernández, and Sebastián González. 2003. Qualities of collaboration, professional development and teaching improvement: Anexperience in the university context. Journal of Education for Teaching29 (2): 125-147.
18.
Desai, Suzanne, Earl Damewood, and Richard Jones. 2001. Be a good teacher and be seen as a good teacher. Journal of Marketing Education23 (2): 136-144.
19.
Duizend, Johnny, and Greg K. McCann. 1998. Do collegiate business students show a propensity to engage in illegal business practices?Journal of Business Ethics17 (February): 229-238.
20.
Engdahl, Richard Alan, Robert J. Keating, and John Perrachione. 1993. Effects of grade feedback on student evaluation of instruction. Journal of Marketing Education17 (May): 174-184.
21.
Floyd, Callum J., and Mary Ellen Gordon. 1998. What skills are most important? A comparison of employer, student, and staff perceptions. Journal of Marketing Education20 (2): 103-109.
22.
Frost, Peter J., and Cynthia V. Fukami. 1997. Teaching effectiveness in the organizational sciences: Recognizing and enhancing the scholarship of teaching. Academy of Management Journal40 (December): 1271-1281.
23.
Gose, Ben. 1998a. More freshmen than ever appear disengaged from their studies, survey finds. Chronicle of Higher Education(January 16): A37-A39.
24.
Gose, Ben. 1998b. Average tuition rises 4% a year, more than twice the rate of inflation. Chronicle of Higher Education(October 16): A56-A56
25.
Hagstrom, Robert G. 1997. The Warren Buffett way: Investment strategies of the world’s greatest investor. Hoboken, NJ: John Wiley.
26.
Hansen, David E. 2003. Using the Voeks Method to improve student learning in Principles of Marketing classes. Journal of Marketing Education25 (2): 108-117.
27.
Hemsath, Dave, and Leslie Yerkes. 1997. 301 ways to have fun at work. San Francisco: Barrett-Koehler.
28.
Hernandez, Sigfredo A.2002. Team learning in a marketing principles course: Cooperative structures that facilitate active learning and higher level thinking. Journal of Marketing Education24 (1): 73-85.
29.
Hunt, Shelby D.1976. Marketing theory: Conceptual foundations of research in marketing. Columbus, OH: Grid.
30.
Johnston, Lloyd D., Patrick M. O’Malley, and Jerald G. Bachman. 2001. Monitoring the future: National results on adolescent drug use. NIH Publication no. 02-5105. Bethesda, MD: National Institute on Drug Abuse.
31.
Juric, Biljana, Sarah Todd, and James Henry. 1997. From the student perspective: Why enroll in an introductory marketing course?Journal of Marketing Education19 (1): 65-76.
32.
Kennedy, Ellen J., Leigh Lawton, and E. Leroy Plumlee. 2002. Blissful ignorance: The problem of unrecognized incompetence and academic performance. Journal of Marketing Education24 (3): 243-252.
33.
Kleine, Susan Schultz. 2002. Enhancing students’ role identity as marketing majors. Journal of Marketing Education24 (1): 15-23.
34.
Lamont, Lawrence M., and Ken Friedman. 1997. Meeting the challenges to undergraduate marketing education. Journal of Marketing Education19 (3): 17-30.
35.
Laverie, Debra A.2002. Improving teaching through improving evaluation: Aguide to course portfolios. Journal of Marketing Education24 (2): 104-113.
36.
Levinson, Jay C.1998. Guerrilla marketing. New York: Houghton Mifflin.
37.
Paswan, Audhesh K., and Joyce A. Young. 2002. Student evaluation of instructor: A nomological investigation using structural equation modeling. Journal of Marketing Education24 (3): 193-202.
38.
Peters, Thomas J., and Nancy Austin. 1985. A passion for excellence: The leadership difference. New York: Random House.
39.
Peters, Thomas J., and Robert H. Waterman. 1982. In search of excellence: Lessons from America’s best-run companies. NewYork: Harper& Row.
40.
Peterson, Robert M.2001. Course participation: An active learning approach employing student documentation. Journal of Marketing Education23 (3): 187-194.
41.
Sankowsky, D., and S. Ornstein. 1989. A process model of humor: Bringing SPAM to the classroom. Organizational Behavior Teaching Review14 (2): 83-92.
42.
Seligman, Martin, E. P. 1990. Learned optimism: How to change your mind and your life. New York: Pocket Books.
43.
Simpson, Penny M., and Judy A. Siguaw. 2000. Student evaluations of teaching: An exploratory study of the faculty response. Journal of Marketing Education22 (3): 199-213.
44.
Smart, Denise T., Craig A. Kelley, and Jeffrey S. Conant. 1999. Marketing education in the year 2000: Changes observed and challenges anticipated. Journal of Marketing Education21 (3): 206-216.
45.
Smart, Denise T., Craig A. Kelley, and Jeffrey S. Conant. 2003. Mastering the art of teaching: Pursuing excellence in a new millennium. Journal of Marketing Education25 (1): 71-78.
46.
Smart, Denise T., Chuck Tomkovick, Eli Jones, and Anil Menon. 1999. Undergraduate marketing education in the 21st century: Views from three institutions. Marketing Education Review9 (1): 1-9.
47.
Sterngold, Arthur H., and Janet M. Hurlbert. 1998. Information literacy and the marketing curriculum: A multidimensional definition and practical application. Journal of Marketing Education20 (3): 244-249.
48.
Tomkovick, Chuck L., and Jeffrey Conant. 1991. An approach for increasing student involvement in the learning process. Marketing Education Review1 (Spring): 24-30.
49.
Tomkovick, Chuck, Robert Erffmeyer, and Greg Hietpas. 1996. Evaluating entry-level sales applicants: An application of policy capturing by collegiate recruiters. Marketing Education Review6 (Fall): 29-40.
50.
Tomkovick, Chuck, and Christopher Miller. 2000. Perspective—riding the wind: Managing new product development in an age of change. Journal of Product Innovation Management17 (6): 413-423.
51.
Webster, Cynthia. 1990. Evaluation of marketing professors: A comparison of student, peer, and self-evaluations. Journal of Marketing Education12 (Spring): 11-17.
52.
Webster’s new world dictionary of the American language. 1982. 2nd coll. ed., s.v. “compassion” and “passion.”
53.
Wolburg, Joyce M., and James Pokrywczynski. 2001. A psychographic analysis of generationYcollege students. Journal of Advertising Research41 (5): 33-52.
54.
Yoo, Boonghee, and Naveen Donthu. 2002. The effects of marketing education and individual cultural values on marketing ethics of students. Journal of Marketing Education24 (2): 92-103.
55.
Young, Mark R., Bruce R. Klemz, and J. William Murphy. 2003. Enhancing learning outcomes: The effects of instructional technology, learning styles, instructional methods, and student behavior. Journal of Marketing Education24 (2): 130-142.
56.
Young, Mark R., and J. William Murphy. 2003. Integrating communications skills into the marketing curriculum: A case study. Journal of Marketing Education25 (1): 57-70.
