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David Dupont
BG Independent News
As a child, Greg Rich took math, history, and civics classes at Schoolhouse Rock. Now a professor of marketing at BGSU and a singer and songwriter, Rich uses his songs to teach college students the basics of marketing. The result is the CD “The 4 P’s of Marketing”.
Rich, who is also a singer-songwriter, has occasionally inserted songs into his classes over the years. She said, “I’ve had the idea of writing a series of marketing songs for a long time. I didn’t really work on it until last spring.”
He was teaching an introduction to marketing virtually. According to him, online courses can be “boring” and he gets bored while watching videos. So he set himself the task of writing one song a week along each chapter. Two are already configured: ‘Branding benefits’ and ‘Segmentation base’.
For others, he’ll find himself hitting a deadline to finish the song for the week. Rich said.
In the spring he would pick up his guitar and just play a song.
“It’s been fun, and I hope the students will be more engrossed in the content,” says Rich. People learn in different ways. Many people find the lyrics easy to remember.
Students responded “very positively,” he said.
In the summer, Rich traveled to Nashville and recorded a marketing anthem. He produced the album and worked with Mark Robinson, who provided guitars, banjos, steels for his guitar, and other instruments. Also participating in the session were his musician Josh McEwen on percussion and Daniel Seymour on bass from his Nashville studio.
Robinson and Rich have known each other for a long time. Robinson was Rich’s first guitar teacher when he lived in Indiana.
It was around that time that Rich started playing guitar and writing songs. During his sophomore year at Indiana University in Bloomington, he was given a guitar as a gift. He started playing the guitar under the influence of his older brother. He used to play the saxophone in the school brass band.
He has been writing songs ever since. “It’s just a hobby,” he said.
“The 4 P’s of Marketing” is his third collection. “I like writing songs that hang together,” Rich said. His first “Winds of Bowling Green” was to raise his family here. His second was “Cancer Survivor,” about surviving cancer.
Across 15 songs, Rich and the Nashville musicians mixed colors and grooves. The most characteristic he said was “Loss Leader Now” as they were wrapping up recording. In terms of chord progression and lyrical structure, it’s based on the Bob Dylan song from Blood on the Tracks.
The song was inspired by going to the grocery store, buying one item, and running out of budget instead.
Other songs deal with marketing principles such as products, promotions, products and prices.
“Objections Should be Welcome” and “Loyal Customers,” about hard-to-sell people, illustrate the value of both types of people. “The Promotion Mix” features the saxophone sound of former student Mike Williams. While earning his MBA, Williams was a student in a course taught by Rich.
Rich is teaching classes face-to-face for the first time this semester and will have videos for each song. Most have already been posted on his YouTube channel his Greg Rich Music.
And given the importance of social media in marketing, he asks his students to encourage the act and post TikTok videos about those marketing principles.
Rich is part of Bowling Green’s vibrant songwriting scene. He has performed at various venues around the city, including performing marketing his songs at his Black Swamp Arts Festival this year.
He praised Tim Concannon’s efforts at Wednesday’s Hump Day Revue at Stone’s Throw in downtown Bowling Green.
Rich loves the songwriting process. “I still get excited when a song is finished.”
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