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.
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
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.
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
About the Authors
It’s Easy to Get Started
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