Vetted by Instructors from Top Canadian Institutions
The Marketing Principles Simternship® + Courseware
Turn today’s students into tomorrow’s marketing professionals
The Principles of Marketing Bundle equips your students with the marketing skills they need to thrive in today’s dynamic, fast-paced marketing industry. This bundle includes the Stukent Marketing Principles Simternship, an immersive simulation that allows your students to act as product marketing managers at an e-commerce retailer.
From the 4 P’s of marketing to segmentation and targeting, the comprehensive “Modern Marketing Principles” courseware gives your students a robust foundation in essential marketing practices and strategies.
The Stukent Marketing Principles Simternship
Hands-on, hassle-free learning for every course modality
The Stukent Marketing Principles Simternship immerses your students in the day-to-day operations of a product marketing manager at Buhi Supply Co., a simulated e-commerce retailer. Over seven rounds, your students will get experience building a go-to-market strategy, conducting market research, managing ad spend, and so much more.
Your students will master key foundational marketing skills, including:
Market research
Product positioning
Planning distribution channels
Creating surveys and other research implements
Creating promotional strategies
Analyzing sales data
Allocating marketing budgets
Managing product launches
Key simulation learning objectives
Over the course of 7 rounds, your students will ...
- Perform primary and secondary research
- Manage a budget
- Develop a positioning statement
- Select a product and set the pricing
- Create an advertising mix and promotions plan
- Set up distribution channels
- Analyze sales data to optimize pricing, ad spending, and distribution
Feels built-in, not bolted on
Micro Module: AI in Marketing
Included for FREE with any Stukent Marketing Simternship or courseware!
The Micro Module: AI in Marketing is designed to complement any marketing course. Whether you’re teaching marketing principles, digital marketing, SEO, social media, or other topics, this module adds powerful, up-to-date AI activities to your curriculum.
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
Practice, Meet Pedagogy
Pair Your Simternship With Stukent Courseware
Stukent courseware aligns with your Simternship, giving your students a solid foundation for success.
Stukent Courseware
Courseware that puts classroom concepts into professional contexts
Stukent courseware goes beyond the limitations of the printed textbook, pairing powerful instructional resources for you with an annually updated, concise text for students.
An Authoritative Text + Robust Instructional Resources
The “Modern Marketing Principles” courseware
The “Modern Marketing Principles” courseware contains up-to-date insights into foundational marketing concepts, blending theoretical knowledge with practical applications. This courseware also gives you turnkey resources such as auto-graded assessments, lesson plans, and lecture slide decks. With Stukent, you can teach your best course in less prep time!
What’s Inside
Table of Contents
Explores diverse careers in marketing, learn how to manage the marketing process effectively, and gain insights from the success of a national brand’s marketing strategies.
Introduces the four-step marketing research process, including gaining consumer insights, conducting exploratory research, using surveys effectively, and applying findings to make informed decisions.
Examines how to segment markets, execute the target marketing process, and create detailed buyer personas to effectively connect with specific audiences.
Explores market positioning concepts, effective positioning strategies, and positioning statements and matrices.
Introduces the steps of the buyer behavior process, explores detailed insights into each stage, and examines variations that influence consumer decision-making.
Explores product attributes, categories, and life cycles; packaging and labeling strategies; and product management.
Explores the fundamentals of services marketing, including key service characteristics and the customer experience and journey for impactful engagement.
Examines how to measure brand awareness, build strong brand associations, evaluate brand value, implement branding strategies, and differentiate between brand identity and brand image.
Explores the characteristics of retail stores, including adapting to the evolving retail landscape, understanding the store’s physical environment, and examining the psychology behind shopper-layout interactions.
Introduces key pricing terminology and models, strategies for different product life cycle stages, psychological pricing techniques, and effective pricing strategies.
Explores the components of the promotional mix, including advertising strategies, advertising campaigns, and promotional elements.
Introduces the fundamentals of search engine optimization (SEO), pay-per-click advertising, and strategies for online display advertising.
Explores the social media landscape, including effective marketing strategies, brand management, and advertising to engage and grow your audience.
Explores distribution channels, including different types, and how to design effective channels to deliver products to consumers efficiently.
Introduces the marketing environment, including external factors, the process of environmental scanning, and insights from Central Electric Cooperative’s approach to navigating market dynamics.
Examines how to create a comprehensive marketing plan, implement analytics in decision-making, and evaluate and optimize strategies.
Key courseware learning objectives
In this courseware, your students will ...
- Describe the marketing mix and how the elements of the 7 Ps function together to differentiate a product or service
- Explain consumer and buyer behavior in terms of basic models, information processing, decision-making, and adoption
- Clarify the key elements of marketing research, including segmentation, basic steps, and method trade-offs
- Describe the different strategies for branding and recognize how to map out a cohesive branding strategy for a company
- Explain the key issues associated with each component of the promotional mix, including advertising, personal selling, sales promotion, and publicity
- Clarify the way that channels of distribution are designed, including types of structure and the role of logistics
- Demonstrate the pricing of goods and services using key concepts such as supply and demand, elasticity, pricing strategies, and break-even point analysis
- Recognize and organize the information needed for the construction of a strategic marketing plan, including SWOT analysis, and environmental scanning
200+ Embedded Educator Resources
Everything you need to teach
your best course
- 17 chapters
- 63 auto-graded Check Your Understanding activities
- 17 auto-graded Strengthen Your Skills activities with 176 questions
- 17 auto-graded chapter quizzes
- 20 video case studies with the bundle
- 10 Expert Session videos
- 17 lesson plans
- 17 lecture slide sets
- 5 countdown videos for engagement
- Sample syllabus and sample course calendars
- Online teaching guide
- Cumulative glossary for student reference
Comprehensive, On-Demand Video Resources
The “Modern Marketing Principles”
Video Case Studies
Flip your classroom with ease! The “Modern Marketing Principles” Video Case Studies bring real-world marketing challenges into your course. These video case studies pair with the courseware, giving your students an engaging way to apply concepts in the textbook to real-world scenarios.
17 Video Case Studies
These professionally produced case studies give students a window into modern marketing strategy across real companies and industries. By integrating them into your course, you’ll elevate classroom engagement and deepen your students’ ability to analyze and apply marketing concepts.
Four Ps of Marketing
Marketing Research
Segmentation
Market Segmentation/Buyer Persona
Positioning
Buyer Behavior
Buyer Behavior Process
Packaging
Service Blueprint
Service Blueprint
Cohesive Branding
Retail Layout
Pricing
Commercial Creation
Promotions
SEO/Keyword Marketing
Social Media Strategy
Distribution
Factors in Environment
Marketing Plan/Final Project Case
Cut to the Case
Explore an example of a video case study included in Modern Marketing Principles.
Click through the guide below to preview and get tips on how to introduce each one into your course.
The Impact of Experiential Learning
How one professor transformed her classroom with the Marketing Principles Bundle
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 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
Jerry Rackley is an assistant professor of professional practice and assistant department head for the School of Marketing and International Business at 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.”
One Platform. Hundreds of Resources. Unlimited Possibilities.
Additional resources for creating a great course
Always have the
latest edition
This courseware contains robust instructional resources for educators and students. Best of all, the Stukent team updates the courseware annually, which means your curriculum will always be on the cutting edge of your industry.
Support for you,
support for students
The Stukent Support Team helps students and educators get the most out of their Stukent experience. Whether you need help logging into your Stukent Simternship, navigating your courseware, or understanding simulation results, we’re here to help!
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