Ashley Bosonac, Ph.D., MBA, lecturer in the Department of Marketing and International Business, recently published a case study in the Journal for Advancement in Marketing Education (JAME) .

The study, "Teaching Case: Straightening Smiles and Strategies: Orthodontist Targets New Markets Amid Population Shifts," requires students to evaluate target market selection and promotional strategy in the context of cultural sensitivity, media constraints, and population-driven market change.

It also focuses on learning outcomes such as analyzing population trends, evaluating the best practices in target marketing, providing recommendations for market selection, assessing the effectiveness of newspaper marketing, and proposing alternative strategies and improvements.

JAME is an open-access, peer-reviewed journal dedicated to advancing the theory and practice of marketing education through innovative, inclusive, and evidence-based scholarship.