The Closest Thing Students Have to a Real Marketing Job Before They Have One
Seven rounds. One simulation. Every major marketing decision students will face on the job.
Throughout the seven rounds in the Marketing Principles Simternship, your students will take on the role of a product marketing manager at Buhi, a simulated e-commerce retailer. They'll make real budget decisions, build go-to-market strategies, conduct market research, and manage ad spend across channels.
Each round mirrors what a working marketer actually does, so students don't just understand the 4 P's, they apply them. It's the experience they'll talk about in job interviews, not just another grade on the transcript. Explore the marketing decisions your students will make.
Build your students’ skills with a Simternship
Each round mirrors professional practice, giving students the hands-on experience they need to walk into their first job ready to contribute from day one.
This is my first semester using [the Stukent Marketing Principles Simternship] in my Marketing 241 class. This is what education has needed — especially in marketing — for some time. It’s the closest thing to a real-world application of marketing principles [on the market] … nothing but great things to say about it.
Ryan Bennion, Instructor, BYU-Idaho
Preview
What’s in a Simternship round?
Each round asks students to apply what they’ve learned to real-world marketing scenarios. Curious to see how the Simternship works? Take a guided tour of a round!
Updated every year, written by educators who still teach, and built to reflect how marketing actually works today.
Modern Marketing Principles gives students a solid foundation in marketing strategy, consumer behavior, digital tools, and analytics — written in a way that holds their attention. For instructors, everything is ready to go: lesson plans, slide decks, auto-graded activities, and annual updates so your content never goes stale. Use it standalone or pair it with the Simternship — either way, your course is covered. Start simplifying your course and request free instructor access today.
We switched over to the ‘Modern Marketing Principles’ textbook and the Video Case Studies last semester. The appeal for me was the video case studies and how they allowed students to participate in "real-world" marketing experiences where they used creative thinking to solve problems. I was very excited about this learning experience.
Paula Waldruff, Professor, North Central State College
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Take a Look Inside
Modern Marketing Principles provides a complete, ready-to-teach curriculum from start to finish. Browse the table of contents below and to see every foundational topic a business student needs from an introductory marketing course such as buyer behavior, segmentation, positioning, pricing, digital marketing, social media, analytics, and the full marketing plan. Every topic an introductory marketing course needs is here, updated annually so what's in the table of contents reflects how marketing actually works today.
18 AI in Marketing sections. All updated annually.
Every chapter includes a dedicated AI in Marketing section built around how real brands are using AI right now, updated every year as the tools and tactics evolve.
Chapter 1: Introduction to Marketing
Chapter 2: Marketing Research
Chapter 3: Segmentation and Target Marketing
Chapter 4: Positioning
Chapter 5: The Buyer Behavior Process
Chapter 6: Introduction to Product Management
Chapter 7: Services Marketing
Chapter 8: Brands and Brand Management
Chapter 9: Retail
Chapter 10: Pricing Products and Services
Chapter 11: Promotions Overview and Focus on Advertising
Chapter 12: Digital Marketing and SEO
Chapter 13: Social Media Marketing
Chapter 14: Distributing Products
Chapter 15: The Marketing Environment
Chapter 16: The Marketing Plan and Analytics Process
Chapter 17: International Marketing
Chapter 18: The Sales-Marketing Relationship
Other textbooks get updated every 3-5 years. Stukent updates courseware every year.
Marketing moves fast. Algorithms change. Platforms rise and fall. A textbook written in 2021 is already outdated. Stukent updates Modern Marketing Principles every year and publishes a full change log so you can see exactly what's new, what's been revised, and what you need to update in your course plan. Your curriculum stays current without you having to rebuild it from scratch every semester.
Real companies. No hypotheticals.
22 professionally produced video case studies featuring brands your students have actually heard of.
Every competitor offers case studies. The "Modern Marketing Principles" Video Case Studies are different because they're built around real companies making real decisions like the Savannah Bananas, Vegas Golden Knights, Auntie Anne's, and more.
Students don't just watch or read these business case studies. They're challenged to solve real-world marketing problems, applying key concepts to the decisions actual companies face. The result is classroom discussion that feels less like an assignment and more like a debrief.
Preview
22 Video Case Studies
These professionally produced case studies give students a window into modern marketing strategy across real companies and industries. By integrating them into your course, you’ll elevate classroom engagement and deepen your students’ ability to analyze and apply marketing concepts.
Honeylu’s Coffee
Weird & Different Part 1
Culture Architecture and Design
Auntie Anne’s Part 1
The Savannah Bananas
Vegas Golden Knights
Auntie Anne’s Part 2
My Block Skin
Fueled Supplements Part 1
Fueled Supplements Part 2
Crispy Cones
CLIFFDIVER
Weird & Different Part 2
Paint Your Event
Paradigm Shift Part 1
Vegas Golden Knights
J. Brooks Boutique
Paradigm Shift Part 2
Pursell Farms
Olive & Sinclair
Rausch Coleman Homes
Blonde Beard’s
Cut to the Case
Watch how an Oklahoma State University professor uses these video case studies to spark stronger discussions and deeper understanding in her marketing courses. Hear firsthand how these real-world insights help her students connect concepts to meaningful, career-ready thinking.
See how easy it is to teach your next course with the Marketing Principles courseware, Simternship, and Video Case Studies.
About the authors
Kinda Wilson
Kinda Wilson is a marketing instructor at the Oklahoma State University Spears School of Business and at CIMBA Italy. Her experience spans corporate marketing, nonprofit work, and founding start-ups, bringing diverse industry insight into the classroom. She is the author of “Modern Marketing Principles” and creator of interactive case simulations used by universities worldwide. A passionate educator, Kinda has been recognized with the 2021 Spears School of Business Online Teaching Award and the 2017 Excellence in Teaching/Training Award from the United States Distance Learning Association (USDLA).
Jerry Rackley
Jerry Rackley is an assistant professor of professional practice and assistant department head for the School of Marketing and International Business at the Spears School of Business, Oklahoma State University. With 40 years of marketing experience across global corporations and start-ups, he brings a practical, real-world perspective to the classroom. In addition to teaching, he continues to consult with organizations on marketing strategy and analytics. Jerry is the author of “Marketing Analytics Roadmap: Methods, Metrics, and Tools,” and coauthor of “Modern Marketing Principles” and “Services and Experience Marketing.”
