Teacher guide
Complete pacing, seven case dossiers, teaching prompts, expected responses, a campaign brief, rubric, and answer keys.
A case-based teaching unit
Study the content.
Make the case.
Investigate real campaigns, make content decisions with evidence, and build a useful marketing plan. Everything students need stays digital.
Ten lessons, one connected campaign
Each lesson is planned for 50 minutes. The teacher guide also includes a five-block adaptation, case research, discussion keys, a rubric, and assessment guidance.
01Open lesson 1
What earns attention?
REI and Blendtec · Useful guidance, entertaining demonstrations, and business purpose.
02Open lesson 2
Audience evidence
Visit Utah · Infer audience needs from actual content and begin the resource digest.
03Open lesson 3
Owned, earned, and paid
Spotify Wrapped · Separate content origin, format, and media relationship.
04Open lesson 4
Participation and proof
GoPro · Examine UGC, creator incentives, and what the numbers establish.
05Open lesson 5
Choose a creator for a reason
Dunkin and Charli · Analyze audience fit and draft a disclosed partnership.
06Open lesson 6
Make an AI policy
Dove · Evaluate brand promises, fabricated representations, and rights.
07Open lesson 7
Use AI, then review it
An editorial lab · Verify AI-assisted copy and create the careers infographic.
08Open lesson 8
Build useful content
A campaign studio · Draft original branded content and a curated digest.
09Open lesson 9
Measure, review, revise
A simulated dataset · Choose goal-matched metrics and improve both assets.
10Open lesson 10
Defend the campaign
A pitch and individual assessment · Explain decisions using evidence.
Work with the actual content
Open the original guides, campaign copy, graphics, and videos. Use the teaching notes to connect observations to strategy and distinguish reported results from inference.
REI
A beginner hiking guide connects useful information with the next decision.
Visit Utah
Stargazing content helps different visitors plan an experience.
Spotify
Public 2023 Wrapped examples turn listening data into personal stories.
GoPro
A customer-footage compilation invites analysis of UGC and incentives.
Dunkin
The Charli launch connects a creator partnership, fan participation, and ordering.
Dove
The written Keep Beauty Real pledge makes AI choices part of a brand promise.
Download and teach
Both documents are editable. The student notebook is prepared for Google Docs: students type responses, add evidence links, and submit their work digitally.
Student case notebook
Lesson activities, direct content links, response prompts, the client brief, and the final submission checklist.
Use the notebook in Google Docs
Upload the downloaded notebook to Google Drive, open it with Google Docs, and choose File → Save as Google Docs if it opens in Word-editing mode. Keep a view-only master and give each student their own copy through Google Classroom or a copy link.
The download is a DOCX import file; a native Google Doc has not been created in your Drive. The teacher guide and its answers are public on this site. Video embeds also include direct links for networks that block playback.