WMU News

Professor co-writes marketing textbook for teens

Oct. 12, 2001

KALAMAZOO -- Dr. Carl Woloszyk, Western Michigan University professor of family and consumer sciences, recently co-authored the third edition of "Marketing Essentials," a comprehensive marketing program that is considered one of the nation's top teaching tools for high school students.

The textbook, published by Glencoe/McGraw-Hill, introduces students to key concepts and real-life applications the fast-paced world of marketing. Woloszyk, who wrote 15 of the textbook's 38 chapters, is an expert on marketing education and is a charter and board member of the Michigan Marketing Educators' Association. He also works with educators pursuing doctoral degrees in educational leadership at WMU who want to specialize in career and technical education.

For "Marketing Essentials," he joined nationally recognized experts Lois Schneider Farese and Grady Kimbrell in creating a resource that is hardly a textbook case of traditional marketing education.

"I believe that our textbook and the various supporting materials make it a comprehensive learning package for high school students," Woloszyk says. "Marketing Essentials" includes more than 1,400 Microsoft PowerPoint slides, virtual business simulations, interactive lesson plans, an online tutor that supplements each chapter and lists of hyperlinks to related Web sites. Recurring activities related to multicultural marketing, real-world case studies and marketing technology also are included.

Woloszyk's most recent work comes five years after the book's second edition, which sold more than 168,000 copies. "I anticipate that with all the interactive computer simulations, CDs, case studies, related workbooks, etc., the third edition will be as well received," he says.

Media contact: Gail Towns, 616 387-8400, gail.towns@wmich.edu

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