Teach Your Students Well
I've been thinking about my marketing class, which I'll start teaching again this spring. It's much different than my business writing class. The marketing class is an introductory class that is designed to interest students in studying more about the field. Here are a few pointers I've learned after a decade of introducing students to marketing: First nail down the basics – My class is "Beyond the Four P's," which means understanding price, promotion, placement and product is essential. Early on, we talk about pricing for value, the advantages of multiple forms of media, creating products to fit your target's needs, etc. These are the fundamentals and I make sure students are provided many examples.
Encourage minds to stretch – In marketing, creativity gets high points. Students get B's and C's when they follow the book too closely. A's are reserved for risk-takers and those who stretch basic concepts into innovative ideas.Participation is great, but it's not everything – I've learned over the years that the most participatory students aren't always your best. Sure, they're fantastic for helping move along the class, but I've spotted a few gems who hand in amazing papers without saying much in class. If possible, get to these students early and encourage them to share their ideas.
Invite guest speakers – This basic rule of teaching is very true for marketing instructors. Since the term "marketing" encompasses so much, you can't possible know everything about the field. Invite professionals from market research, public relations and advertising to speak. And look for those working in a variety of disciplines – finance, retail, food, etc. All this variety will excite students to the many opportunities available in marketing.Above all, let students know that any introductory marketing class just touches upon a small piece of the profession. Marketing involves so many different aspects. Your job as a teacher is to whet their appetite and encourage them to explore the vast possibilities.
