HOOK, LINE, AND SINKER: CATCHING AND MAINTAINING STUDENTS' ATTENTION WITH MARKETING HOOKS

A challenge for Principles of Marketing instructors is introducing new topics to majors and non-majors alike in a way that piques interest and increases student engagement across the breadth of topics. To help instructors overcome this challenge, we provide marketing "hooks," or short in-c...

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Bibliographic Details
Published in:Marketing education review 2021-04, Vol.31 (2), p.162-168
Main Authors: Magnotta, Sarah, Thomas, Veronica L., Steffes, Erin, Chang, Hua, Vinuales, Gema
Format: Article
Language:English
Subjects:
Class Activities
Classification
Discussion (Teaching Technique)
Innovation
Instructional Materials
Learner Engagement
Learning Motivation
Marketing
Retailing
Salesmanship
Student Interests
Teaching Methods
Time Management
Undergraduate Students
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Summary:A challenge for Principles of Marketing instructors is introducing new topics to majors and non-majors alike in a way that piques interest and increases student engagement across the breadth of topics. To help instructors overcome this challenge, we provide marketing "hooks," or short in-class exercises, that can be implemented to introduce a new topic and allow instructors to segue from real-world applications to lectures. These hooks span the 4Ps of marketing and are adaptable to a variety of course formats (face-to-face, flipped, hybrid, online). Further, to facilitate execution of each hook, we provide time requirements, materials, detailed instructions, discussion questions, and suggestions for linking each hook to components of the marketing mix.
ISSN:1052-8008
2153-9987
DOI:10.1080/10528008.2020.1859387