Enthusiasm is contagious, according to Professor of Marketing Rami Zwick. “And experiential learning is more effective than ‘book’ learning,” he says. His teaching philosophy is grounded in the belief that students learn best when they are actively engaged, not simply memorizing material. By encouraging interaction, creativity, and a sense of discovery, Zwick makes the classroom a place where curiosity thrives.

UCR School of Business Marketing Professor Rami Zwick has developed a reputation for blending entertainment and education. “To engage students, I borrow techniques from edutainment—education plus entertainment—and from ‘investigative comedy.’ After all, I do need to compete with so many other attractions for students’ attention,” he explains. In his classes, this often means mixing humor with storytelling, posing intriguing questions, and encouraging students to think critically about real-world business challenges. The result is an environment where students not only absorb information but also enjoy the process of learning.

Clearly, students appreciate Zwick’s entertaining approach to teaching. “My all-time favorite professor,” wrote one student in their course evaluation. “I love his teaching style so much that I took two classes with him.” Another student reflected, “He embodies excellence in all aspects of his teaching, which is fun and engaging. I look forward to attending his classes.” These testimonials capture the enthusiasm that students bring to his courses, reinforcing the idea that a professor’s energy and creativity can transform the learning experience.

This dedication to students and his unique teaching style led to recognition from the campus community. In 2021-2022, Zwick received a Golden Apple Award in Teaching Excellence for graduate elective courses. The Golden Apple Award is particularly meaningful because it is based on student votes, making it a direct reflection of the impact faculty have on the classroom experience. Zwick was among five professors honored, and within his category, he tied with Assistant Professor of Management Ye Li.

Other voting students praised Zwick in equally strong terms. “His teaching is definitely not scripted, and he really helped me a lot,” one wrote. Another commented, “His dedication, knowledge, and teaching style made his class the best I’ve ever experienced.” Others highlighted his personality, calling him “a very kind professor with great energy.” These sentiments show that his impact goes beyond course content, shaping the way students think about business, learning, and their own future careers.

Zwick’s investment in his students is genuine and lasting. “There is nothing better than receiving immediate and positive feedback after a good lesson,” he says. “At most, I have students in one or two courses while they are at UCR, but I cherish the opportunity to keep in touch with many of them.” Maintaining these connections allows him to see how his lessons extend far beyond the classroom.

“If I receive feedback that what I taught was useful in their professional and/or personal development, I am on cloud nine for a month,” Zwick explains. His words reveal the deep sense of fulfillment that comes from knowing his teaching influences students’ growth long after graduation. For him, success is not measured only by grades or test results but by the continued application of knowledge in real-world contexts.

Through his blend of enthusiasm, creativity, and genuine care, Professor Rami Zwick has become a model of teaching excellence at the UCR School of Business. His approach illustrates how learning can be both rigorous and enjoyable, reminding students that education is not simply preparation for the future, but a rewarding journey in itself.