Modern Marketing Principles & Video Case Studies
Increase student learning and engagement in your principles of marketing course with the Stukent Video Case Studies and the brand new Modern Marketing Principles digital textbook.
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Complete Principles of Marketing Courseware
Each chapter comes with class-ready resources that improve student learning and that will save you hours of prep time.
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Courseware for your principles of marketing class
Teach core marketing concepts with a digital textbook kept up to date and put those concepts into real-world application with Stukent Video Case Studies. It’s an approach to get students engaged and able to apply solid principles of marketing.
- Core Concepts: Prepare students for future courses and for employment with foundational marketing content.
- Hands-on learning: Keep students engaged as they solve marketing problems faced by actual businesses.
Whether you have a few students in class or meet as a large group in a lecture hall, Modern Marketing Principles and Stukent Video Case Studies is a courseware combination geared for successful introduction to marketing courses.
Modern Marketing Principles
KEY LEARNING OBJECTIVES
Current and Core Concepts
Modern Marketing Principles will give students up-to-date content framed with marketing trends that industry professionals use every day. Updated twice a year, the textbook will keep your curriculum current in the changing marketing landscape. Along with learning what’s new in marketing, students will 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
With this courseware, professors are given the resources to upgrade their principles of marketing courses. Packed with real world examples that students can relate to and when combined with the Stukent Video Case Studies, this courseware is guaranteed to provide your students an opportunity to improve and practice their marketing skills.
Academic and Industry Perspective
The textbook authors, Kinda Wilson and Jerry Rackley, both draw on experience as educators and as marketing professionals.
Wilson is a marketing instructor at Oklahoma State University where a classroom-engagement software program she developed is used in the Spears School of Business. Rackley, also of Oklahoma State, has over 30 years of professional experience and perspective as a current marketing consultant. The executive-in-residence in the Marketing and International Business department at the Spears School of Business has worked for large companies as well as start-ups. Learn more about the authors in their author biographies below.
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
Stukent Video Case Studies
KEY LEARNING OBJECTIVES
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 planning, 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 Stukent Video Case Studies. Each case comes with an assignment that lends itself to collaboration as students draw from resources provided to complete the work.
Compatible with Class Size
Case studies in this video collection have been used effectively in courses with hundreds of students, so whether your principles of marketing course has 10 students or 300, the Stukent Video Case Studies can provide practical learning opportunities. Team the videos with 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)
About The Authors
Kinda 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 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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- Updated Two to Three Times a Year