Demonstrating the Relevance of Academic Concepts

Abstract

Marketing executives, professors, and students clamor to make education more practical. A very simple yet effective approach toward that end is to deduce academic concepts from current events in the pragmatic world of marketing. This approach “legitimatizes” the study of marketing principles for many students and thereby motivates these students to learn. Motivation to learn may be heightened if the lecture is pleasant instead of pompous. The intended (and often realized) change of behavior includes observation, search, and creation of ways to relate marketing practices to marketing principles.