LibGuides: OER: Open Educational Resources: Marketing

Textbooks

Advertising Campaigns: Start to Finish by Michael R. Solomon et al (2012): Flat World Knowledge.

If you watch the hit TV show 24, you know that what you see happens in real time (Jack Bauer and his buddies have some busy days!). Launch! is like that (without the explosions). It’s built around an actual advertising campaign for SS+K’s client msnbc.com—a campaign that continues to evolve even as you read this. You’ll read, see, and hear about the campaign from many of the people who actually did the work (including one member of our humble author team). That means that the Table of Contents is organized a bit differently than “old world” texts. The chapters follow the campaign’s timeline—you’ll see this timeline at the beginning of each chapter. It’s a convenient way to keep track of where you are and where you’re going as you accompany the SS+K folks on their perilous mission.

Scribd

Launch! Advertising and Promotion in Real Time by Michael Solomon (2009): Saylor Foundation.

Launch! Advertising and Promotion is written for advertising and promotion courses taught to students in the business school and journalism & mass communication students. Students get a realistic sense of how theory plays out in practice, and get a flavor for the exciting field of advertising and promotion. And, they consistently learn the perspectives of both the advertising agency (where many journalism and communications students will work) and the client (where many marketing majors will work).

Writing for Strategic Communication Industries by Jasmine Roberts (2016): Ohio State University Libraries.

Good writing skills are important in today's competitive work environment. This is especially the case for communication-related professions such as public relations, brand communication, journalism, and marketing. Writing for Strategic Communication Industries emphasizes practical application of academic inquiry to help readers improve their writing skills.

Principles of Marketing by Jeff Tanner et al (2010): Flat World Knowledge.

Principles of Marketing is an up-to-date overview into what is going on in the field of marketing today. This textbook covers topics such as: Content marketing, social media best practices, and crowdfunding and crowdsourcing. This is a resource to show students how to actually use these techniques and market.

Online (HTML) textbook

Introducing Marketing by John Burnett (2011): BCcampus.

Through good economic times and bad, marketing remains the pivotal function in any business. Determining and satisfying the needs of customers through products that have value and accessibility and whose features are clearly communicated is the general purpose of any business. It is also a fundamental definition of marketing. This text introduces students to the marketing strategies and tools that practitioners use to market their products.

eMarketing: The Essential Guide to Marketing in a Digital World by Rob Stokes (2018): Red & Yellow.

The newly updated edition - based on Quirk's unique Think, Create, Engage, Optimise structure and processes - includes chapters on the latest marketing trends as well as updated facts and figures and all new real-world case studies showing the application of digital best practice. Other important updates include: Expansion of the THINK section to better position itself as a platform for approaching the rest of the book and the marketing process overall. Enormous improvements to the Market Research and Strategy chapters and the addition of a Content Strategy chapter. New Usability Design chapter. Expansion of the Video Marketing and Mobile chapters to reflect the growing importance of these areas in the digital landscape.

Courses

Advertising Campaigns: Start to Finish (Calango)
Advertising Campaigns: Start to Finish is a self-paced course in which you the learner determines when you will start and when you will complete the course. There is no instructor or predetermined schedule to follow. While learning styles can vary considerably and any particular student will take more or less time to learn or read, we estimate that the "average" student will take 20 hours to complete this course.
Personal branding for career success (open.edu)
The way you present yourself to your employers, both current and future, plays a crucial part in career success and satisfaction. If you get it right, it can enhance your profile at work, helping you to win interesting projects, promotions and the respect of your colleagues. It will also increase your chances of being the successful candidate at job interviews or attracting clients to your business if you’re self-employed.
Principles of Marketing (Saylor)
In this course, you will learn about the marketing process and examine the range of marketing decisions that an organization must make in order to sell its products and services. You will also learn how to think like a marketer, discovering that the focus of marketing has always been on the consumer. You will begin to think about who the consumer of goods and services is, what the consumer needs, and what the consumer wants. Marketing is an understanding of how to communicate with the consumer, and is characterized by four activities: creating products and services that serve consumers, communicating a clear value proposition, delivering products and services in a way that optimizes value, and exchanging (or trading) value for those offerings.
Principles of Marketing (Lumen)
Designed to teach students the foundational principles of marketing in the digital age, this course uses current case studies and engaging, real-world scenarios to help students recognize and analyze marketing in business as well as in everyday life. Curated OER readings, videos, simulations and other learning activities introduce students to the principles of marketing. Unlike some marketing texts that treat digital marketing as an add-on, these course materials incorporate the use of data, digital communications and digital marketing strategies throughout the course, reflecting modern marketing in practice.
Marketing Strategy (MIT OpenCourseWare)
The course is aimed at helping students look at the entire marketing mix in light of the strategy of the firm. It is most helpful to students pursuing careers in which they need to look at the firm as a whole. Examples include consultants, investment analysts, entrepreneurs, and product managers.