A MARKETING APPROACH TO TEACHING MARKETING

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A MARKETING APPROACH TO TEACHING MARKETING

• Richard J. Lutz
• University of Florida
• July 2006

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I. Importance of teaching

• To students (i.e., your customers)
• To your department, college, university
• To yourself as a professional
• To your career development

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II. Situation analysis

• Personal SWOT analysis
• Target market (course) selection

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III. Formulation of (learning) objectives

• Information
• Inspiration
• C. Transformation

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IV. Setting a strategy

• Environmental scanning
• Multiattribute model framework

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V. Tactics of implementation

• A. Preparation
• 1. Lesson plan
• 2. Content
• 3. Examples
• 4. Mindset
• B. Vivid demonstrations
• C. Use of humor

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VI. Feedback

• Attendance/attention/interest
• Passive-to-active learning

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VII. Takeaway

• Great teaching is deeply personal. To be a great
  teacher, you cant copy other great teachers, no
  matter how inspiring they may be. Great teaching
  has to come from somewhere deep inside you. It
  is that authenticity that your students will
  detect and value.