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ERIC Number: EJ1161828
Record Type: Journal
Publication Date: 2017
Pages: 6
Abstractor: As Provided
ISSN: EISSN-1936-346X
Using Personal Selling Techniques to Influence Student Evaluation of Faculty Instruction
Adrian, C. Mitchell; Phelps, Lonnie D.; Totten, Jeffery W.
Journal of Learning in Higher Education, v13 n2 p45-50 Fall 2017
Use of Student Evaluation of Instruction (SEI) in higher education was originally intended as a source of feedback to faculty, but it has developed into a significant part of faculty performance evaluations. Administrators supporting the use of SEI's as a performance indicator assume students recognize and reward "good teaching." It is suggested here that personal selling techniques commonly used in marketing and sales can be applied in a classroom setting to help faculty influence student evaluations in a way that is positive both for the faculty member and for the students. Through relationship building and using language to "close the deal," faculty can increase perceptions of trust from students. This, in turn, can result in student confidence regarding the relevance and importance of course content as well as higher scores on SEI's for the instructor.
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Publication Type: Journal Articles; Reports - Evaluative
Education Level: Higher Education
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Grant or Contract Numbers: N/A