Chapter 17 | Chapter 18 | Ethics | In-Class Activity | Price
Three Articles on Price
This post is for when you are about to cover Price in your class. It is three interesting, contemporary examples you could add to class….
In-Class Activity
From Luxury to Everyday: How Brightland Is Rebranding Olive Oil Through Packaging
Brightland is an interesting brand with an interesting history. You can learn more by reading “Can Brightland’s new squeeze bottles help it win the olive…
- Artificial Intelligence | Chapter 07 | Chapter 09 | Chapter 13 | Chapter 15 | In-Class Activity | Market research | Promotion
#AI4M-Case Study: Clorox Uses AI to Transform Consumer Insights
Earlier this week, we posted about what AI might mean for advertising. This recent Wall Street Journal article, “How the Owner of Hidden Valley Ranch…
- Chapter 01 | Chapter 04 | Chapter 13 | Chapter 14 | Chapter 15 | Chapter 16 | In-Class Activity | Promotion | Video
From Shepherds to Soldiers to Strategists: Unconventional Marketing Contexts
Marketing isn’t just for selling products—it’s increasingly harnessed by institutions pursuing non-commercial goals. Whether it’s evangelism, enlistment, or civic engagement, the strategic use of segmentation,…
- Chapter 04 | Chapter 05 | Chapter 08 | Chapter 09 | Chapter 13 | Chapter 17 | In-Class Activity | Price | Product | Product life cycle | Promotion
Marketing to ‘Real People’: Eight Sleep’s Move from Tech Icons to Main Street
This Wall Street Journal article, “Musk and Zuckerberg Praise This $3,000 Smart Mattress Cover. Will Regular People Buy, Too?” offers an example of a company…
Case Study: Vacation Re-Positions Sunscreen With Retro Campaign
This article, “How Three Friends Built a Multimillion-Dollar Brand by Making Sunscreen Fun Again” (Wall Street Journal, July 19, 2025) provides a mini case study…
- Chapter 02 | Chapter 03 | Chapter 04 | Chapter 05 | Chapter 08 | Chapter 16 | Flip Exercise | In-Class Activity | International | Marketing strategy planning | Place | Positioning | Price | Product | Promotion
Case Study: Crocs in China
Black Crocs shoes with Jibbitz charm decorations.
- Artificial Intelligence | Chapter 04 | Chapter 13 | Chapter 15 | Chapter 16 | In-Class Activity | Tips for Teaching | Tips for Technology
#AI4M*: Does AI harm (or foster) critical thinking?
*Note: In the forthcoming 2026 release of Essentials of Marketing, we highlight content showing how AI is used in marketing with “#AI4M” (AI for marketing)….
- Artificial Intelligence | Flip Exercise | In-Class Activity | Teaching Technology Tips | Tips for Teaching | Tips for Technology
#AI4M*: Helping students become AI power-users
*Note: In the forthcoming 2026 release of Essentials of Marketing, we highlight content showing how AI is used in marketing with “#AI4M” (AI for marketing)….
