Cases

All of the cases have been implemented in existing courses and subsequently refined. You can access the materials for each case study by clicking on the “Download Materials” button.

The case studies each contain the following items:

  • Instructor guide
  • PowerPoint slides with instructor notes
  • Videos with expert interviews
  • Suggestions for application activities

Read below for more about each case study and to access the materials.

Antibiotics in Animal Agriculture

A steer in a squeeze chute gets an injection.
A steer in a squeeze chute gets an injection.

As more consumers question how their food is produced, one industry practice is garnering more scrutiny – the use of antibiotics in animal agriculture. This case study provides details pertaining to the science of antibiotics and antibiotic resistance. Students will examine the sources of controversy and learn how people process risks. Finally, they will gain a better understanding about the role of food marketing as it pertains to this issue and practice developing key messages for the industry.

Brief Overview

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Rural Community Resiliency

Fishing boats at dock in Apalachicola, Florida.
Fishing boats at dock in Apalachicola, Florida.

Approximately 95% of the land in the United States is classified as rural, but only 19% of the nation’s population live in these areas. This case study uses the rural Florida coastal community of Apalachicola as an example of a resource-dependent community. Students will learn about the concept of rural community resiliency and discuss what this means in response to human and environmental factors. Particular emphasis is given to the role of interpersonal communication efforts to build coalitions among different organizations and agencies.

Brief Overview


Blue Bell Ice Cream Recall

Shelf of Blue Bell ice cream.
Shelf of Blue Bell ice cream.

For more than a century, Blue Bell Creameries has been a beloved brand in Texas. A staple at many Southern meals, this brand of ice cream experienced its first major product recall in 2015. This case study introduces students to the recall situation and how brand reputation management played a part in Blue Bell’s recovery. As students learn about the case, they will apply crisis communication strategies and write content for potential social media posts.

Brief Overview

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Invasive Species & Citrus Greening

Citrus greening on an orange tree.
Citrus greening on an orange tree.

At first, the introduction of a new species into an environment may not seem significant. However, invasive species can have significant and potentially disastrous effects on an ecosystem. This case study looks at how an invasive species has created a crisis for the Florida citrus industry in spreading citrus greening. Students learn more about how this issue is communicated to various stakeholders and potential solutions to mitigate the damage.

Brief Overview

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Water Conservation in Texas High Plains

Sign at a demonstration site for the Texas Alliance for Water Conservation.
Sign at a demonstration site for the Texas Alliance for Water Conservation.

Water is often the leading concern for agricultural producers. For those who farm on the Texas High Plains, this water is drawn from the Ogallala Aquifer. However, this vital source of irrigation water is currently being exhausted faster than it can be replaced. This case study helps students understand the significant role agriculture plans in the region and how organizations are encouraging the adoption of water conservation practices to address the aquifer’s depletion. Students will learn about the diffusion of innovations theory and the fundamental principles of community-based social marketing as they pertain to communication efforts to influence behavior change.

Brief Overview

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