Marketing in contemporary society is undergoing a shift in its foundational beliefs, including those concerning how the discipline treats customers. In this article, we present marketing educators with new ways of thinking about customers and challenge core marketing concepts by leveraging an elevated marketing perspective. We provide a roadmap to teaching marketing that frames customers as one among many active partners who define their own value-in-use, rather than as passive buyers who are cherished for their economic contribution. We identify four areas where traditional core marketing views are challenged. For each, we suggest alternative educational perspectives and classroom activities.