Business Commons^™

Effectively Serving The Needs Of The Millennial Marketing Student: The Product Life Cycle Approach To Class Organization, Jacqueline K. Eastman, Maria E. Aviles, Mark D. Hanna

Department of Marketing Faculty Publications

We illustrate a class organization process utilizing the concept of the Product Life Cycle to meet the needs of today’s millennial student. In the Introduction stage of a business course, professors need to build structure to encourage commitment. In the Growth stage, professors need to promote the structure through multiple, brief activities that can keep the attention of business students. In the Mature stage, professors need to use the structure to stabilize engagement levels and learning rates but be willing to make adjustments to prevent apathy in the course. Finally, in the Decline stage, professors need to dismantle the structure …