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MARKETING AND STORYTELLING ESSAYS

COPYRIGHT 1996 - 2008
4/6/08

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Good Marketing Professors Cannot Pass Textbook Exams

Sent to ELMAR December 11, 2005. No response that I am aware of. Perhaps there is a policy change against open dialogue. We wonder why bad thing continue. It is because we let them.

Fellow Professors:

I challenge any of you to take the textbook supplied exams. You will fail as I did if you know anything about marketing and business. Think of all the grades that are given by devotees that have no meaning. You will be truly shocked. How often has the impossible come true in your life? This will be one of these times. Do not tell me I am wrong until after you take the test. You can self grade and then send me your questions and answers.

Should We Run?

Why should we be so proud of the low grades we give to students on textbook supplied exams? Why should we insist that higher grades are bad? Why should we relate lower grades to higher standards? Why should we believe that teaching and evaluation methods that encourage failure are superior? Why should we embrace the idea that human performance and potential are related to a bell shaped curve?

What happened to the idea that a teacher's role is to set up a learning environment where all can succeed? What happened to the idea that a learning environment must maintain flexibility? What happened to the idea that we all learn applying different methods of acquiring knowledge, skills, and attitudes?

What happened to the idea that individuals perform better with different forms of measurement? Too hard we say? When was the last time we tried to move away from textbook memorization? Why should we continue to reward professors that through their continual low

grading are evaluating their own failure to reach students? Do low grades and the number of F's we give say more about us when we rely on textbook exams?

Do we really believe that we should be proud to tell the world that we are incapable of motivating more than a few students in each class to succeed in marketing? In the movie "Shane" Bobby tells Shane, in the saloon, that there are too many people to fight. Shane answers, "would you want me to run?"

David Morris