Modern Marketing Principles & Video Case Studies

Higher Ed Marketing Principles Courseware

The Ideal Approach to Incorporating Core Marketing Concepts and Real-World Application Into Your Course.

The Perfect Combination For Teaching Marketing Principles

Whether you teach a small class or an overflowing lecture hall, the Modern Marketing Principles E-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.

Modern Marketing Principles E-Textbook

Current and Core Concepts

Modern Marketing Principles gives students up-to-date content framed with marketing trends that industry professionals use every day. Updated twice a 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)

Table of Contents

MMP-landing-page-05

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

About the Authors

Kinda Wilson

Kinda Wilson

Wilson is a marketing instructor at the Spears School of Business at Oklahoma State University. Her marketing and business experience ranges from working with corporations and nonprofits to founding three start-up companies, one of which was named Top Ten Innovative Startup Company for the 2014 Oklahoma Entrepreneurship Awards. Wilson is a teacher at heart and is passionate about bringing these business and marketing concepts to life for her students. She was recently awarded the 2017 Excellence in Teaching/Training award by the United States Distance Learning Association (USDLA). Wilson is also an author and TEDx speaker and resides in Tulsa, Oklahoma.

Jerry Rackley

Jerry Rackley

Rackley is Executive-in-Residence in the Marketing and International Business department at the Spears School of Business, Oklahoma State University. His diverse marketing background includes 35 years of 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. He resides in Stillwater, Oklahoma.

It’s Easy to Get Started

Request Free Instructor Access

A Stukent course consultant will verify you’re an instructor and send you an email to set up your account.

Take a Look at the Textbook

To make sure you don’t miss any features, we suggest you have a course consultant show you around the Edify platform.

Fill Out Order Form

A course consultant will help you fill out an order form when you’re ready to start using the courseware.

Author Discussion

Kinda Wilson and Jerry Rackley