Ten Anchor Points for Teaching Principles of Marketing

Abstract

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.