HOOK, LINE, AND SINKER: CATCHING AND MAINTAINING STUDENTS’ ATTENTION WITH MARKETING HOOKS

ABSTRACT

A challenge for Principles of Marketing instructors is introducing new topics to majors and non-majors alike in a way that piques interest and increases student engagement across the breadth of topics. To help instructors overcome this challenge, we provide marketing “hooks,” or short in-class exercises, that can be implemented to introduce a new topic and allow instructors to segue from real-world applications to lectures. These hooks span the 4Ps of marketing and are adaptable to a variety of course formats (face-to-face, flipped, hybrid, online). Further, to facilitate execution of each hook, we provide time requirements, materials, detailed instructions, discussion questions, and suggestions for linking each hook to components of the marketing mix.

Disclosure Statement

No potential conflict of interest was reported by the authors.

Supplementary Material

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