Abstract
How can instructors upgrade college undergraduates’ intrinsic interest in Marketing? What techniques in the classroom are likely to increase motivation and ultimately, the students’ grasp of the "Marketing Concept?" One effective technique has been to have students examine the many promotional tools in actual use by today’s major national corporations and then share their observations in the classroom.
1The author acknowledges Paul C. Thistlethwaite, Chair, Marketing Department, Western Illinois University, for assistance on developing the "Diary Report" model and S.A. Haft, Associate Professor of Marketing, Nassau Community College for the original "Diary Report" concept.
Video tape presentations on the use of consumer "Diary Reports" will be available at the conference.
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Shiebler, R.S. (2015). Motivating Undergraduate Students to Excel in Marketing Courses1 . In: Lindquist, J.D. (eds) Proceedings of the 1984 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-16973-6_46
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