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Journal of Marketing Education
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Ten Anchor Points for Teaching Principles of Marketing

Chuck Tomkovick

University of Wisconsin–Eau Claire

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.

Key Words: Principles of Marketing instruction • teaching tips • humor in the classroom • instructor effectiveness • student evaluations of instructors

Journal of Marketing Education, Vol. 26, No. 2, 109-115 (2004)
DOI: 10.1177/0273475304265544
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