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
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
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.
See the Courseware for Yourself
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 Modern Marketing Principles Textbook
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Fill Out Order Form
A course consultant will help you fill out an order form when you’re ready to start using the courseware.
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
Rostering
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 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).
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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