Millennials are boosting some industries…

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As we point out in Chapter 3, marketing context, including the broader cultural and social environment can bring about threats or opportunities. As Millennials (those born between 1978 and 1994) have more discretionary income, they are being blamed for killing a number of different industries including cereal, department stores, beer, golf, and more (see list here). So this generation is definitely a threat to those industries.

On the other hand, Millennials buying behavior has boosted other industries, see “Coffee, travel, and skincare are among 12 industries millennials are boosting,” Fast Company, September 9, 2019. These examples can be used when you discuss SWOT (Chapter 2), the cultural and social environment (Chapter 3) or segmentation (Chapter 4).

Can marketing help make the world a better place? #M4BW

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Marketing gets a lot of criticism. Those of us who teach marketing know that good marketing can contribute to a better world. Meeting customers’ needs and wants can help people. That “bright side” of marketing motivates a forthcoming special issue of the Journal of Marketing, which, in its call for papers, notes: “Marketing has the power to improve lives, sustain livelihoods, strengthen societies, and benefit the world at large. At the same time, marketing can have a dark side—it has the power to hurt consumers, employees, communities, markets, institutions, and the environment that surrounds us.” Often our students come into our marketing classes thinking about the “dark side.”

Inspired by the Journal of Marketing call for papers, a wide range of reading, and my own optimism about what marketing (and more generally business) can do, I am today starting the first of a series of posts that will be tagged #M4BW (Marketing for a Better World). These posts will highlight brands and businesses that have used marketing to create profits–and made the world a better place. To give you a background, I direct you to a TED Talk by Michael Porter (below). I have shared this with my students to stimulate a discussion about how marketing might contribute to a better world. It provides a nice supplement to our Chapter 1 coverage of value, triple bottom line, ethics, and social responsibility.

Welcome back! and a big thank you…

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Faithful (or occasional, or even first-time) readers of Teach the 4 Ps,

Over the last couple of years I have been pleased to have Jon Firooz as guest editor of Teach the 4 Ps. Jon did a fantastic job providing insightful content and great ideas for teaching marketing. With a lot of other activities on his plate, Jon is unable to continue writing for the blog. Jon was a great help — especially over the last year as I worked hard on revising the 17th edition of Essentials of Marketing. The latest version, which I am now finishing up, will be published this spring. I will drop some nuggets about that in the coming months. That said, having Jon managing the blog during that time was a big help. Thanks Jon!

Let me use that to segue into a welcome back to teaching time. While some of you were teaching this summer, many of us had time away from the classroom. I hope that even if you did teach this summer, you had the chance to get away and re-charge batteries. I don’t usually teach in the summer and when I return to the classroom in the fall I am especially charged up.

As always, feel free to shoot me an email with suggestions or comment on the blog.

Joe Cannon, Professor of Marketing, author, Essentials of Marketing

Flip Your Marketing Class!

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A few years ago, I (Joe Cannon) flipped my marketing class. It went well and I began to research active learning and the flipped classroom to learn how to do it better. After doing all that research, I wanted to share my learning and my experience. So I wrote Flip Your Marketing Class. I am making the book available as a free eBook for anyone interested. To give you a better idea of what the book is about, I briefly describe the chapters below. To get your free PDF copy of the book, email Joe Cannon please put “Flip Your Marketing Class” in the subject line.

  • Chapter 1: What is this book about? This chapter sets the stage, so an interested reader can determine what value the book might offer them, and how it is organized in case they want to focus on select topics.
  • Chapter 2: What is active learning? This chapter provides definitions and explanations of learning, active learning, and passive learning.
  • Chapter 3: What is a flipped classroom? This chapter introduces the flipped classroom. It discusses the costs and benefits of flipping your classroom.
  • Chapter 4: What educational theories and concepts inform the design of a flipped classroom? This chapter provides a selective review of the academic literature on teaching, learning, active learning, and the flipped classroom. It specifically looks at a few relevant theories including Bloom’s Taxonomy, constructivism, and scaffolding. It also looks at the empirical evidence supporting active learning more generally and the flipped classroom model.
  • Chapter 5: How did you flip your classroom? In this chapter, I share my experiences flipping the classroom. I discuss planning for the class and how I implemented the model. I include a variety of tips and tricks that I found helpful. I also offer other options that I considered but did not end up using.
  • Appendices: Here, I provide sample syllabi, in-class activities, teaching notes, and sample PowerPoint slides, and more.

 

Essentials of Marketing 16e is now published and ready for your review…

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We are excited to announce the publication of the 16th edition of Essentials of Marketing. The new edition features extended coverage of marketing analytics, more active learning supplements, and of course many updates for currency. If you want more information, click through to the book’s information page, check out our emag, contact your McGraw-Hill sales rep or drop Joe Cannon an email.