Instructor’s Manual and Digital Implementation Guide for
Essentials of Marketing, 2026 Release
Joseph P. Cannon and William D. Perreault
Part 1 of 2
, Essentials of Marketing, Instructor’s Manual, Part 1 (of 2)
Click to return to Table of Contents
Instructor’s Manual & Digital Implementation
Guide for
Essentials of Marketing
A Marketing Strategy Planning Approach
2026 Release
Joseph P. Cannon, Colorado State University
William D. Perreault, Jr., University of North Carolina
2026
McGraw-Hill Higher Education
© McGraw Hill LLC. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw Hill LLC. 1-2
, Essentials of Marketing, Instructor’s Manual, Part 1 (of 2)
Click to return to Table of Contents
McGraw-Hill Higher Education
Instructor’s Manual to accompany
Essentials of Marketing, 2026 Release
by Joseph P. Cannon and William D. Perreault, Jr.,
Copyright 2026 by The McGraw-Hill Companies, Inc. All rights reserved.
Previous editions 2024, 2021, 2019, 2017, 2014, 2011, 2009, 2008, 2005, 2002, 1999, 1996, 1993, 1990, 1987, 1984, 1981,
1978, 1975, 1971, 1968, 1964, 1960
Printed in the United States of America
Contents of this book, or parts thereof, may be reproduced for use with
ESSENTIALS OF MARKETING, provided such reproductions bear copyright notice. They may not be reproduced in
any form for any other purpose without permission of the publisher.
Essentials of Marketing, 2026 Release
http://www.mhhe.com
© McGraw Hill LLC. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw Hill LLC. 1-3
, Essentials of Marketing, Instructor’s Manual, Part 1 (of 2)
Click to return to Table of Contents
Tables of Contents, Instructor’s Manual Part 1 of 2
Brief Table of Contents, Instructor’s Manual Part 2 of 2 (the content below is in the other Instructor’s
Manual)
Brief Table of Contents, Part 1 (this document, see Detailed Table of Contents for links)
Module 1: Course Set-Up and Planning
Module 2: Course Design Tools and Themes
Module 3: Daily Planning Resources (chapter-by-chapter guidance)
Module 4: Digital Teaching Support Materials
Brief Table of Contents, Part 2 (separate document)
5. Case Teaching and Essentials of Marketing
6. Case Teaching Notes
7. Active Learning Package and In-Class Activities
8. Personal Marketing Plan
9. Study Guides for Essentials of Marketing
NOTE: The Table of Contents includes hyperlinks to each section in this document.
Detailed Table of Contents
Tables of Contents, Instructor’s Manual Part 1 of 2 ................................................... 4
About the Instructor’s Manual and Digital Implementation Guide .......................... 12
Module 1: Course Set-Up and Planning .................................................................... 13
1.1. A Menu of Options for Your Marketing Course ...........................................................13
1.2. What’s New in the 2026 Release of Essentials of Marketing? ...................................18
1.2.1 Overview of What’s New? ..................................................................................................... 18
1.2.2 Chapter-by-chapter details .................................................................................................... 19
1.3. Course Design and Sample Syllabus ..........................................................................27
1.3.1 Students Appreciate a Written Course Overview .................................................................... 27
1.3.2 How Joe Cannon, author of Essentials of Marketing, teaches his undergraduate introductory
marketing class. ............................................................................................................................. 28
1.3.3 Sample Course Syllabus ....................................................................................................... 29
1.4. Connect Digital Learning Platform ..............................................................................35
1.4.1 SmartBook 2.0 ...................................................................................................................... 35
1.4.2 Connect Interactive Exercises ............................................................................................... 36
1.4.3 Application-Based Activities ................................................................................................... 37
Module 2: Course Design Tools and Themes ........................................................... 38
2.1. Active Learning and/or Flipping the Classroom .........................................................38
2.2. Classroom Media: Interactive PowerPoints and Videos .. Error! Bookmark not defined.
2.2.1 PowerPoints.............................................................................. Error! Bookmark not defined.
© McGraw Hill LLC. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw Hill LLC. 1-4
Essentials of Marketing, 2026 Release
Joseph P. Cannon and William D. Perreault
Part 1 of 2
, Essentials of Marketing, Instructor’s Manual, Part 1 (of 2)
Click to return to Table of Contents
Instructor’s Manual & Digital Implementation
Guide for
Essentials of Marketing
A Marketing Strategy Planning Approach
2026 Release
Joseph P. Cannon, Colorado State University
William D. Perreault, Jr., University of North Carolina
2026
McGraw-Hill Higher Education
© McGraw Hill LLC. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw Hill LLC. 1-2
, Essentials of Marketing, Instructor’s Manual, Part 1 (of 2)
Click to return to Table of Contents
McGraw-Hill Higher Education
Instructor’s Manual to accompany
Essentials of Marketing, 2026 Release
by Joseph P. Cannon and William D. Perreault, Jr.,
Copyright 2026 by The McGraw-Hill Companies, Inc. All rights reserved.
Previous editions 2024, 2021, 2019, 2017, 2014, 2011, 2009, 2008, 2005, 2002, 1999, 1996, 1993, 1990, 1987, 1984, 1981,
1978, 1975, 1971, 1968, 1964, 1960
Printed in the United States of America
Contents of this book, or parts thereof, may be reproduced for use with
ESSENTIALS OF MARKETING, provided such reproductions bear copyright notice. They may not be reproduced in
any form for any other purpose without permission of the publisher.
Essentials of Marketing, 2026 Release
http://www.mhhe.com
© McGraw Hill LLC. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw Hill LLC. 1-3
, Essentials of Marketing, Instructor’s Manual, Part 1 (of 2)
Click to return to Table of Contents
Tables of Contents, Instructor’s Manual Part 1 of 2
Brief Table of Contents, Instructor’s Manual Part 2 of 2 (the content below is in the other Instructor’s
Manual)
Brief Table of Contents, Part 1 (this document, see Detailed Table of Contents for links)
Module 1: Course Set-Up and Planning
Module 2: Course Design Tools and Themes
Module 3: Daily Planning Resources (chapter-by-chapter guidance)
Module 4: Digital Teaching Support Materials
Brief Table of Contents, Part 2 (separate document)
5. Case Teaching and Essentials of Marketing
6. Case Teaching Notes
7. Active Learning Package and In-Class Activities
8. Personal Marketing Plan
9. Study Guides for Essentials of Marketing
NOTE: The Table of Contents includes hyperlinks to each section in this document.
Detailed Table of Contents
Tables of Contents, Instructor’s Manual Part 1 of 2 ................................................... 4
About the Instructor’s Manual and Digital Implementation Guide .......................... 12
Module 1: Course Set-Up and Planning .................................................................... 13
1.1. A Menu of Options for Your Marketing Course ...........................................................13
1.2. What’s New in the 2026 Release of Essentials of Marketing? ...................................18
1.2.1 Overview of What’s New? ..................................................................................................... 18
1.2.2 Chapter-by-chapter details .................................................................................................... 19
1.3. Course Design and Sample Syllabus ..........................................................................27
1.3.1 Students Appreciate a Written Course Overview .................................................................... 27
1.3.2 How Joe Cannon, author of Essentials of Marketing, teaches his undergraduate introductory
marketing class. ............................................................................................................................. 28
1.3.3 Sample Course Syllabus ....................................................................................................... 29
1.4. Connect Digital Learning Platform ..............................................................................35
1.4.1 SmartBook 2.0 ...................................................................................................................... 35
1.4.2 Connect Interactive Exercises ............................................................................................... 36
1.4.3 Application-Based Activities ................................................................................................... 37
Module 2: Course Design Tools and Themes ........................................................... 38
2.1. Active Learning and/or Flipping the Classroom .........................................................38
2.2. Classroom Media: Interactive PowerPoints and Videos .. Error! Bookmark not defined.
2.2.1 PowerPoints.............................................................................. Error! Bookmark not defined.
© McGraw Hill LLC. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw Hill LLC. 1-4
