WMU professor receives teaching award for his work at German Paderborn University

Dr. Jim Eckert, associate professor of marketing at Western Michigan University, has won the “Best Master’s Module” award from Paderborn University for his “Relationship Driven Selling: Theory and Practice” class. The students at Paderborn University rank their professors on a scale from one to five, with one being the best rank. Eckert’s average score across the many evaluation categories for this course was 1.32.

Eckert has taught more than 20 courses at Paderborn University in Germany since he served as faculty co-director on a study abroad trip in 2006. This particular course combines a review of the literature related to selling as well as a very practical “learn how to sell” component. The practical area of this class is unique in the German education system, as their courses are typically focused entirely on theory. “German students are hungry for more American style classes that are more engaging and practical,” says Eckert. “My class is usually well received, but it is nice to be formally recognized by the students.”

Beyond the language barrier, although the class is taught in English, Eckert recognizes the challenge of teaching international students. He says, “Simultaneously, we are all the same and quite different. We are at our best when we celebrate both of those things. The students at Paderborn University have had different experiences that shape their lives and the way that they learn.” For example, in the United States, we often learn by doing first; we teach our students with hands-on and experiential lessons while simultaneously teaching the theory. However, German students traditionally study the theory extensively before trying to master the practice. The course for which Eckert is recognized pushes students to step out of their comfort zones and learn by practicing the theory, even before mastery.