Abstract
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.
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