Review the Modern Marketing Principles Textbook
The Perfect Combination for Your Principles of Marketing Class
Whether you teach a small class or an overflowing lecture hall, Modern Marketing Principles and Stukent 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
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. Along with learning what’s new in marketing, students get content on fundamentals such as market research and segmentation, product marketing, brand management, the power of promotions, and how to build a marketing plan.
Hands-on, Practical Skills
Get the resources to upgrade your principles of marketing courses. This text is packed with relatable, real-world examples. When combined with the Stukent Video Case Studies, it’s 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 instructor at Oklahoma State University.
Wilson developed a classroom-engagement software that is used in the Spears School of Business. Rackley has over 30 years of professional experience and perspective as a current marketing consultant. He is also the executive-in-residence at the Spears School of Business. Learn more about the authors in their biographies below.
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. The 13 Video Case Studies present a wide range of issues to solve, including dilemmas with product creation, packaging design, social media marketing, retail store layout, pricing, and more.
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. Each case comes with an assignment that lends itself to collaboration as students draw from the resources provided to complete the work.
Compatible with Varying Class Sizes
Whether your principles of marketing course has 10 students or 300, the Video Case Studies provide practical learning opportunities. They’ve been tested and used effectively in courses with hundreds of students and in smaller classroom settings. Team the videos with the projects provided as part of the courseware and you can provide hands-on learning activities that will have collective and individual benefits for students.
Sample Video Case Study
Purposeful Planner (Distribution)
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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