CATEGORY CREATION
Category Creation
How brands stop competing only inside an existing category and change what customers believe they are buying.
Explore Category CreationCOURSE RESOURCES
Principles of Marketing Teaching Resources
Principles of Marketing is where students learn the language they will use for the rest of their marketing education. Segmentation. Positioning. Consumer behavior. Branding. Customer experience. Pricing. Promotion. Distribution. Strategy.
The problem is that those ideas can feel abstract when they only live inside a textbook. Marketing Everywhere uses brands, cultural moments, business decisions, and familiar experiences to help students see those concepts working in the real world.
This page collects Marketing Everywhere cases, concepts, and classroom resources that fit naturally into a college Principles of Marketing course.
Make the Textbook Feel Current
Marketing Everywhere is not built to replace a marketing textbook. It is built to make the textbook easier to teach.
Students still need the frameworks, terminology, models, and structure found in books such as Kerin, Kotler, and other Principles of Marketing texts. But when an instructor can connect those ideas to something students already recognize, the concept usually lands faster.
A discussion about category creation becomes easier when students can see it in the Savannah Bananas case. Customer experience becomes easier when they can map the full journey of a brand they understand.
The goal is to give instructors current examples that sit beside the textbook rather than compete with it.
Marketing Concepts for Principles of Marketing
These concept pages explain core marketing ideas in plain language, connect them to real examples, and include ways to bring the concept into class.
CUSTOMER EXPERIENCE
Customer Experience
How customer journeys, touchpoints, friction, service design, and emotional outcomes shape the way people experience a brand.
Explore Customer Experience
MARKET STRATEGY
Segmentation, Targeting & Positioning
How marketers identify meaningful market segments, choose which audiences to serve, and build a position those customers can believe.
Explore STPReal-World Marketing Case Studies
Students usually understand a marketing concept faster when they can see a real company making the decision. These cases move from the recognizable story into the marketing framework underneath it.
CATEGORY CREATION
Savannah Bananas: They Didn’t Fix Baseball. They Built a New Category.
How the Savannah Bananas changed the competitive set, redesigned baseball around casual fans, and turned a sporting event into a broader entertainment product.
Read the Case Study
CUSTOMER EXPERIENCE
Savannah Bananas: Fans First Is an Operating System.
How the Bananas use customer journey thinking, friction reduction, participation, and service design to make Fans First something customers can actually feel.
Read the Case Study
SEGMENTATION, TARGETING & POSITIONING
Taylor Swift: Build the Audience Everyone Else Ignored
How Taylor Swift’s debut era shows what happens when a brand recognizes an underserved audience, commits to serving it, and builds a position around that audience.
Read the Case StudyHow to Use These Resources in a Principles Course
You do not need to rebuild an entire course around these cases. They work best as teaching layers.
Use a Marketing Concept page before introducing a framework, or assign it as a short reading before class. Use a case study to open discussion, replace a stale textbook example, or show students what the concept looks like in a real organization.
The full Teaching Kits go further by adding lesson plans, classroom activities, discussion questions, instructor notes, slides guidance, and student materials.
A simple class flow might look like this:
- Introduce the textbook concept.
- Use a Marketing Everywhere case to make the idea concrete.
- Ask students to apply the framework to another brand or category.
- Bring the conversation back to the textbook model.
The point is not to make Principles of Marketing less rigorous. The point is to make the rigor easier to see.
Where These Fit in a Principles of Marketing Course
Positioning & Differentiation
ResourceSavannah Bananas: Category Creation
Teaching angleWhat category does the customer believe the brand competes in?
Blue Ocean Strategy
ResourceCategory Creation
Teaching angleReduce, Remove, Raise, Create
Customer Experience
ResourceSavannah Bananas: Fans First
Teaching angleMap the customer journey before, during, and after.
Service Design
ResourceCustomer Experience
Teaching angleIdentify touchpoints and friction.
Consumer Behavior
ResourcesCategory Creation and Customer Experience cases
Teaching angleWhat job is the customer hiring the experience to do?
Brand Promise
ResourceFans First
Teaching angleDoes the actual experience prove what the brand claims?
Market Segmentation / Target Markets / Positioning
Marketing Everywhere ResourceTaylor Swift: Build the Audience Everyone Else Ignored
Teaching angleHow can a market become so focused on existing customers that it misses an underserved segment?
TEACHING RESOURCES
Need a Ready-to-Teach Lesson?
Sometimes you only need a good example. Sometimes you need the whole class.
Marketing Everywhere Teaching Kits turn these cases into classroom-ready resources with lesson plans, activities, discussion questions, instructor notes, student materials, and slides guidance.
Browse Teaching KitsTEACH MARKETING OFTEN?
Use the Whole Library
Marketing Everywhere All Access is for instructors who want access to the complete Teaching Kit library instead of purchasing lessons one at a time.
See All Access