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If students only get one-bite at your subject, I think it's best to design the course around inducing them to want to come back for more on their own time and initiative. insidehighered.com/blogs/just-vis…
I've heard profs say things like, "this may be the only time they have to read Shakespeare," which is admitting defeat beforehand and making one's goals too narrow. Bigger Q. is how to get students so they want to read more after class is over. (Shakespeare or otherwise)
I've been guilty of underestimating student curiosity and seeing content as necessary medicine, rather than focusing on the course as an introduction and invitation to the field in the hopes they'll want to drink deeper in the future.
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