Teaching in a higher educational setting is analogous to service delivery in the business sector. Students, as consumers of professorial output, have needs and wants, which, if better understood, should result in an improved educational experience. The empirical research presented here explores ideas about good teaching that faculty members might heed as they work to better serve students. A model is suggested that may be useful in analyzing teaching approaches, policies, and practices. By considering a marketing model of customer orientation, insights are gained into improved ways of teaching, and students will likely respond more favorably to classes and instructors.

A newly constructed attitude questionnaire was distributed to 1,504 students in 76 classes in conjunction with a regular instructor evaluation form to determine if the attitude of the professor, as perceived by the student, plays a significant role in the performance rating of professors. It was found to do so, and 10 Commandments are presented to improve a professor’s attitude. Four significant factors (Attitude, Presentation Skills, Reliability, and Learning Skills) were identified that are correlated with overall teaching effectiveness.

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