We have talked about this issue before here at T4Ps — how do we keep the non-marketing majors interested in our principles class? I have tried two approaches that have demonstrated some success.
First, I want to show my students how marketing interfaces with other functions in a business. I want to get the non-marketing majors engaged early. So, during the second week of class, I have students read the cross-functional chapter in Basic Marketing (chapter 20: “Managing Marketing’s Link With Other Functional Areas”) which describes how marketing strategy requires cooperation with human resources, production, finance and accounting.
Second, I try to show students how knowledge of marketing will help other majors to do their jobs better. So I add articles from the popular press and sometimes with guest speakers that show how marketing principles help people in other functional areas to do their jobs better. I will be using this article, “In Hiring, Firms Shine Images,” (Wall Street Journal, May 16, 2011 – non-subscribers click here) next fall to show how human resources uses marketing tactics to recruit the best employees.