Teaching Resources

Case Studies

Using examples from brands ranging from Alloy to Dove, our selection of case studies take students from the classroom to the offices of some of the nation’s leading companies. Beyond a general overview, our case studies present real-world facts and put students in the minds of companies’ decision-makers. For instance, students may analyze the social media impact of a controversial campaign from Dove or decide what to do when a competitor launches a program similar to the Hilton’s.

Collegiate ECHO Marketing Challenge

An out-of-classroom experience unlike any other, Collegiate ECHO offers your students the chance to create a marketing plan for an existing business. Corporations choosing to sponsor Collegiate ECHO use these plans for ideas and inspiration. While creating their plans, students are advised and mentored by professors from business, marketing, advertising, and communications departments. In addition to building their portfolios, students gain valuable one-on-one interaction with prospective future employers and field leaders.


Do your teaching materials need a refresh? Members of the Professors’ Academy gain free access to real-life corporate information for use in academic situations, classes, independent study and research project.  Members receive access to colleagues around the world, cutting-edge information and technology, and leading practitioners.

Professors' Academy

The Professors' Academy is a professional organization designed with the needs of today’s marketing faculty in mind. The program, funded by the John Flieder Fund, is for academics interested in data-driven, digital, interactive and direct marketing. Members receive access to materials, seminars and data valued at $5,000. Additionally, members of the Professors' Academy have the opportunity to connect with like-minded colleagues around the world and thought-leaders in their field in a place for sharing ideas and resources.

Professor's Institute

In a meeting of boardroom and classroom, the annual Professor’s Institute offers nearly a week of stimulating discussion with industry leaders on the challenges and opportunities facing direct/interactive marketers today. Practitioners from companies like J.C. Penney, the Neiman Marcus Group, and IBM have joined in years past in a setting encouraging lively discussion and group learning.