In Basic Marketing chapter 20 looks at cross-functional issues in marketing — “Marketing’s Link with Other Functional Areas.” Note: the cross-functional chapter is not in Essentials of Marketing. This video looks at Mama’s Kitchen, a non-profit that functions as a business incubator in Los Angeles. This might supplement a chapter 20 lecture with an interesting example of production. If you like to talk about small businesses in your class, you might find the video useful, too. Link to the video: “Build a Business in ‘Mama’s’ Kitchen” (CNN Money, January 11, 2010).
Do you sometimes have trouble keeping those non-marketing majors awake in the intro class? One of the challenges of the introductory marketing class is motivating non-marketing majors (typically 75% or more of the class). While this class is even more important for them — it will likely be their only marketing class — they are usually not intrinsically motivated by marketing. My friend Tom Boyd (Cal State Fullerton) told me that early in the semester he brings in non-marketing businesspeople as guest speakers. I tried that this semester, and taught the cross-functional chapter in Basic Marketing (chapter 20) in the second week of class. It worked and my non-marketing majors were more motivated all semester. A blog post from Vivek Wadhwa on the TechCrunch blog describes why IT managers need selling skills – “It’s All About Selling for Survival.” While this post targets IT people, it really fits with anyone who will eventually be in management in any functional area. I am going to assign this reading next time I teach the class.