I don’t currently teach introductory marketing but I will occasionally post things that might prove useful to teachers who do.
Firstly I will plug a case a colleague, Michael Taylor, and I have written about a Canadian gift card trading firm, Cardswap. (The firm is similar to PlasticJungle in the US). I think gift cards are a wonderful way to discuss consumer value. The case is Cardswap: Converting Unwanted Gift Cards Into Cash. (Teachers can register with Ivey Publishing to gain access to the teaching note which contains advice on how to teach the case and draw out the key issues).