Modern Marketing Principles & Video Case Studies

The Most Hands-on, Engaging Marketing Principles Textbook

A Marketing Principles Textbook That Incorporates Core Marketing Concepts and Real-World Application Into Your Course.

The Modern Marketing Principles Textbook and Video Case Studies Are the Perfect Combination

Whether you teach a small class or an overflowing lecture hall, the Modern Marketing Principles Textbook and Video Case Studies are the ideal to approach to incorporating core marketing concepts and real-world application into your course. 

  • Build a strong foundation: Prepare students for future courses and employment with foundational marketing content.
  • Provide hands-on learning: Let students apply their knowledge to real-world scenarios in engaging  marketing problems faced by actual businesses.

Table of Contents

Marketing Principles Textbook

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

Marketing Principles Textbook

Modern Marketing Principles Textbook

Current and Core Concepts

The Modern Marketing Principles textbook gives students up-to-date content framed with marketing trends that industry professionals use every day. Updated every year, the textbook keeps your curriculum current in the changing marketing landscape. 

Hands-on, Practical Skills

This courseware is packed with relatable, real-world examples. It is guaranteed to provide your students with the opportunity to improve and practice their marketing skills.

Academic and Industry Perspective

Authors Kinda Wilson and Jerry Rackley draw on experience as both educators and marketing professionals. Both are marketing instructors at Oklahoma State University.

Video Case Studies

Real-world Cases

The Stukent Video Case Studies let students put their learning to the test as they face real marketing problems experienced by actual businesses. 

Increased Student Engagement

Students have opportunities to learn from one another as they engage in discussions on how to solve the struggles posed in the Video Case Studies.

Compatible with Varying Class Sizes

Whether your principles of marketing course has 10 students or 300, the Video Case Studies provide practical learning opportunities.

Sample Video Case Study

Purposeful Planner (Distribution)

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Bring the 4 Ps of Marketing to Life with Stukent Marketing Principles Simternship™

Discover the most engaging way to teach marketing principles.

Bring the 4 Ps of Marketing to Life with Stukent Marketing Principles Simternship™

Discover the most engaging way to teach marketing principles.

Stukent Simternships™:

Employ Students
in Career-Relevant Learning

A Stukent Simternship is a career-relevant, work-integrated learning experience that helps your students connect classroom concepts to real-world tasks.

In a Simternship, students become marketing managers, PR officers, entrepreneurs, SEO specialists, accountants, and more. They will interact with simulated supervisors and coworkers, perform realistic tasks, and build their confidence within the safety of a simulated environment.

Hands-on Learning Without the Hassle

Stukent Simternships Integrate with Your Favorite LMS Platforms

Single Sign-On

Grade Book Syncing

Deep Linking


About the Authors

Picture of Kinda Wilson

Kinda Wilson

Kinda Wilson is a marketing instructor at the Oklahoma State University Spears School of Business and at CIMBA Italy. Her marketing and business experience ranges from working with corporations and nonprofits to founding start-up companies. Wilson is a teacher at heart and is passionate about bringing these business and marketing concepts to life for her students. Her textbook Modern Marketing Principles and interactive case simulations are used by universities internationally, and she was recently awarded the 2021 Spears School of Business Online Teaching Award and the 2017 Excellence in Teaching/Training award by the United States Distance Learning Association (USDLA).

Picture of Jerry Rackley, MBA

Jerry Rackley, MBA

Jerry Rackley is Assistant Professor of Professional Practice and Assistant Department Head for the School of Marketing and International Business in the Spears School of Business, Oklahoma State University. His diverse marketing background includes 40 years of industry experience at some of the world’s largest companies, as well as many start-up organizations. He continues to serve as a marketing consultant, which enables him to bring a rich, current, and practical marketing perspective into the classroom. Rackley is the author of Marketing Analytics Roadmap: Methods, Metrics, and Tools, co-author of Modern Marketing Principles, and Services and Experience Marketing.

Author Discussion

Kinda Wilson and Jerry Rackley

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Give Students Experience Managing Multiple Brands

Efficiently Teach Core Marketing Concepts and Provide Real-World Application In Your Course

One-on-one Instruction Designed for the Lecture Hall

FREE Sample Syllabus:
Modern Marketing Principles

Who doesn’t love free stuff? Hundreds of instructors are using this syllabus for their course, teaching the topic of Modern Marketing Principles.