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Each song maps to a key topic across 15 chapters of a standard marketing principles textbook and was implemented in both online and in-person undergraduate courses. Guided by Gardner’s multiple intelligences theory, the exploratory design analyzes student evaluations, in-person exam data, and instructor experience. Results show overwhelmingly positive student responses and a statistically significant correlation between recall of lyrics and grasp of concepts.",{"@graph":69,"@context":114},[70,84,105],{"@type":71,"itemListElement":72},"BreadcrumbList",[73,77,79,82],{"item":74,"name":75,"@type":76,"position":8},"https://docshare.wps.com","Home","ListItem",{"item":78,"name":9,"@type":76,"position":14},"https://docshare.wps.com/document/",{"item":80,"name":40,"@type":76,"position":81},"https://docshare.wps.com/document/research-report/",3,{"item":83,"name":65,"@type":76,"position":19},"https://docshare.wps.com/document/speaking-words-of-wisdom-introducing-15-original-songs-to-teach-principles-of-marketing/138528/",{"url":83,"name":65,"@type":85,"image":86,"author":91,"headline":65,"publisher":94,"fileFormat":97,"inLanguage":63,"description":67,"dateModified":98,"datePublished":99,"encodingFormat":97,"isAccessibleForFree":100,"interactionStatistic":101},"DigitalDocument",{"url":87,"@type":88,"width":89,"height":90},"https://docshare.wps.com/thumbnails/speaking-words-of-wisdom-introducing-15-original-songs-to-teach-principles-of-marketing/138528.png","ImageObject",300,407,{"name":92,"@type":93},"Aditya","Person",{"url":74,"name":95,"@type":96},"DocShare","Organization","application/pdf","2026-09-19","2026-08-23",true,{"@type":102,"interactionType":103,"userInteractionCount":44},"InteractionCounter",{"@type":104},"ViewAction",{"@type":106,"mainEntity":107},"FAQPage",[108],{"name":109,"@type":110,"acceptedAnswer":111},"What were the main results regarding student learning?","Question",{"text":112,"@type":113},"Student feedback about the songs was overwhelmingly positive, and a statistically significant correlation was found between students’ ability to recall song lyrics and their understanding of concepts.","Answer","https://schema.org",{"og:url":83,"og:type":116,"og:title":65,"og:site_name":95,"og:description":67},"article",{"robots":118,"canonical":83},"index,follow",{"doc_id":120,"site_id":62},138528,1787483108,{"code":4,"msg":5,"data":123},{"doc_id":120,"user_id":124,"nickname":92,"user_avatar":125,"doc_module":4,"category_id":39,"category_name":40,"doc_title":65,"doc_description":67,"doc_content":126,"file_id":127,"file_url":128,"file_type":129,"file_size":130,"view_count":44,"is_deleted":4,"is_public":8,"is_downloadable":8,"audit_status":8,"page_count":131,"language":132,"language_code":63,"site_id":62,"html_lang":63,"table_of_contents":133,"faqs":134,"seo_title":135,"seo_description":67,"update_tm":121,"read_time":136},962085564549,"https://ap-avatar.wpscdn.com/davatar_085a072bc5b1113ac321206ff7593b45","SPEAKING WORDS OF WISDOM: INTRODUCING 15 ORIGINAL SONGS TO TEACH PRINCIPLES OF  \nMARKETING  \nGregory A. Rich, Bowling Green State University  \nRebecca Dingus, Ohio University  \nABSTRACT  \nPurpose of the Study. This study offers marketing educators an outline of an innovative approach to teach introductory marketing concepts through the use of 15 original marketing songs. The songs, which correspond to key topics of the 15 chapters of a standard marketing principles textbook, were created by one of the authors and used in both online and in-person courses. Gardner’s (2011) theory of multiple intelligences provides a conceptual foundation to explain why and how these songs facilitate learning. Method, Design, and Sample. The study classifies as an exploratory research design that derives insights from the use of these songs in an undergraduate marketing principles course, including both online and inperson sections. The study presents and discusses student evaluation comments, data from an in-person examination, and the instructor’s personal experience of using these songs in lectures, discussions, and assignments.  \nResults. Student comments about the songs were overwhelmingly positive, and the correlation between students’ ability to recall song lyrics and their grasp of concepts was statistically significant. These results suggest that the marketing songs create an engaging learning environment that enables students to learn marketing principles on a deeper level.  \nValue to Marketing Educators. The study provides marketing educators with a model for how to use the 15 marketing songs to teach basic marketing concepts. This includes access to music videos, and descriptions for assignment ideas. The study also discusses how instructors might enhance their own engagement and satisfaction with the teaching profession by embracing their individuality and applying their own unique talents to their pedagogy.  \nKeywords. Music, education, marketing principles  \nINTRODUCTION  \nEngaging with students has become increasingly challenging for marketing educators in recent years. In addition to the many issues brought on by the pandemic (Whiting et al. , 2021) , our discipline has experienced a digital transformation resulting in a continually increasing number of practices and concepts (Suman & Kahn, 2022; Zahay et al. , 2022) . Properly teaching all of these advancements can lead to content overload that makes it difficult for marketing students to grasp key ideas and principles. Amidst this deluge of information and the increased presence of personal technology, students struggle to maintain attention. Further, cutting-edge developments have generated an ever-growing landscape of new teaching platforms, technologies, and tools. Although these new pedagogical innovations present a potential opportunity to connect better with students, keeping up with and then selecting the most effective teaching methods can be a daunting task for many faculty members.  \nIn response to these challenges, an innovative approach to teaching that harnesses the power of music and song lyrics to enhance the learning experience in a marketing principles class almost feels like returning to the basics. By incorporating songs that strategically present critical marketing concepts, educators can provide a creative and immersive learning environment that captivates students’ attention and facilitates amore holistic understanding of the discipline. This approach leverages the unique ability of music to evoke emotions and foster critical thinking skills in a way that amplifies learning, stimulates memory retention, and creates an engaging and enjoyable classroom experience.  \nThis paper showcases several potential benefits of integrating music into the marketing curriculum. The approach is based on 15 original marketing songs written by one of the authors to correspond to key topics Journal for the Advancement of Marketing Education, Volume 32, Issue 2, Fall 2024 1  ","cbCairMj0q8gXB2X","https://ap.wps.com/l/cbCairMj0q8gXB2X","pdf",772002,17,"English","# Abstract\n# Introduction\n## Educational challenge in marketing teaching\n## Music-based approach for marketing principles\n# Literature Review\n## Theoretical Foundation\n# Method and Design\n## Exploratory research design\n# Results\n## Student evaluations and recall-concept correlation\n# Value to Marketing Educators\n## Implementation guidance and resources","[{\"question\":\"What were the main results regarding student learning?\",\"answer\":\"Student feedback about the songs was overwhelmingly positive, and a statistically significant correlation was found between students’ ability to recall song lyrics and their understanding of concepts.\"}]","Speaking Words of Wisdom - Introducing 15 Original Songs to Teach Principles of Marketing | PDF",43]