Modern Marketing Principles & Video Case Studies

Keep students engaged with the Video Case Studies in this principles of marketing courseware

Increase student learning and engagement in your principles of marketing course with the Stukent Video Case Studies and the Modern Marketing Principles digital textbook.

Review the Modern Marketing Principles Textbook

MMP-VCS-Updated

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

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. 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

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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.

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Author Discussion

Kinda Wilson and Jerry Rackley