Marketing

Lower Level: Basic marketing functions, institutions, policies and strategies with business, economic, and social implications.

Upper Level: Theory and application of marketing functions, institutions, policies and strategies with business, economic, and social implications; emphasizing interrelationships among those, the corporate mission, and between marketing and other business functions.

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Advertising and Promotion (Business 306)
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The purpose of this course is to lead students in an exploration of fundamental advertising principles and the role advertising plays in the promotional mix. You will learn where advertising fits in the Marketing Mix, also known as the four Ps: Product, Price, Place, and Promotion. Although some consider all promotion synonymous with advertising, you will learn the unique characteristics that separate advertising from other forms of promotional communication. You will revisit some familiar marketing concepts within a new framework, approaching the subject from the advertiserŐs perspective.

Subject:
Business and Communication
Marketing
Material Type:
Activity/Lab
Full Course
Homework/Assignment
Reading
Syllabus
Provider:
The Saylor Foundation
Date Added:
10/22/2018
American Consumer Culture, Fall 2007
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This class examines how and why twentieth-century Americans came to define the ‰ŰĎgood life‰Ű through consumption, leisure, and material abundance. We will explore how such things as department stores, nationally advertised brand-name goods, mass-produced cars, and suburbs transformed the American economy, society, and politics. The course is organized both thematically and chronologically. Each period deals with a new development in the history of consumer culture. Throughout we explore both celebrations and critiques of mass consumption and abundance.

Subject:
Arts and Humanities
Marketing
U.S. History
Economics
Material Type:
Full Course
Provider:
M.I.T.
Provider Set:
M.I.T. OpenCourseWare
Author:
Jacobs, Meg
Date Added:
01/01/2007
Core Concepts of Marketing
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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.

Subject:
Marketing
Material Type:
Full Course
Textbook
Author:
John Burnett
Date Added:
04/04/2019
Remix
Core Concepts of Marketing Review Rubric
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This is a review of Core Concepts of Marketing: https://louis.oercommons.org/courses/core-concepts-of-marketing/view completed by Cassie Ditt, Assistant Professor of Marketing at McNeese State University.

Subject:
Marketing
Educational Technology
Material Type:
Textbook
Author:
Cassandra Ditt
Date Added:
08/08/2020
How to Reach Potential Customers on Social Media Platforms
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The advent of social media brought a lot of changes in internet marketing, which is the reason why web entrepreneurs keep seeking a perfect way to promote their products through social media platforms. As social media websites keep getting wider every day, online surfers cannot neglect, but learn how to incorporate it into their lifestyles. But to internet marketers, it is a bit different; it is always about how to promote their products using this medium. Despite the fact that social media is an exciting place to spend quality times, the question bothering internet marketers about this thrilling platform still remains, “How can I promote my products and services on Social Media Platforms“? If applied as part of a bigger promotional mix it can certainly generate big gains and drive tremendous traffic to your site or business. If you wish to use social media to promote your business, you should consider some facts. Most people underestimate the power and the effective tools embedded in social media websites that can be utilized to determine the success and to effectively promote their website. However, you still need a master plan in place at least to recognize what social media cannot do so that you will not waste quality time trying strategy that will not work for you.How can I promote my products and services on Social Media Platforms1. Know Your Visitors Regardless of what you are marketing, you must know the audience you want to target in mind or else your message will be lost in the dark regardless of the social platform you are using. Targeting wide or little audience can detract from what you are intending to do. For instance, other than targeting the general group of “youth”, try specifically specializing “youth under 24 years old” when implementing a post strategy. This designated demographic will key into your visitors and enable you to write the content that they want to read. 2. Know Where your active visitors spend their time Don’t waste quality time chasing a mere shadow. Instead, ask your existing visitors where they are and be there too. Develop your visibility in a place where your targeted audience might be hanging out. 3. Decide on one or two websites to utilize When you are just starting a business, awkwardness is an understatement when trying to get noticed. Like I stated earlier, you do not have to spend quality time chasing the wind. As soon as you find out where most of your potential clients are, pick maximum of two of those websites and start promoting your website on there. When you expand your business, you can outsource some projects to freelancers to develop your presence on other platforms. After you have decided on the platforms you want to use for your marketing, find out what content can work either, text, audios, videos, PDF documents, presentations, images? What size of images works? That becomes important as every single platform has different dimensions. Also, compare some of the leading business owners in your niche to see what styles of content they use to interact with their visitors. Asking them for quality guest post will increase your visibility many times than earlier. Remember, if you are able to win a backlinks from already reputed and strong blog or website, it will boost your campaign as much as you could not imagine. 4. Write persuasive content Undoubtedly, many of the social networking websites keep what works and how effective it is. The instant you spot a style in the direction of a certain type of content, create more of the same and keep an eye on the results. If it is brilliant then you need to be consistent with it. In addition, writing good content have many benefits in SEO also. You put content on your own blog or website and write some other to post on some very good guest blog sites getting backlink for your site. Keep in mind that you have to be in the niche topic. That way you can strengthen you site authority eventually getting traffic. By Any means your ultimate target is visitors, isn't it? 5. Revise your Content Make every effort to develop a presence that keeps drawing more and more visitors into your business world. So, after about 3 – 6 months, you can reuse content that you created previously because you have a whole new set of people in your world. If you can practice these strategies, the sky is your limit.

Subject:
Marketing
Material Type:
Module
Author:
Elanora Brown
Date Added:
04/10/2019
Internet Marketing: A Highly Practical Guide to Every Aspect of Internet Marketing
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This textbook focuses on a specific internet marketing tools, including the basics of internet marketing, websites as effective foundation for holistic marketing, writing effective online copy, successful email marketing campaigns, online advertising, search engine optimisation, social media, measurability and performance indicators, mobile marketing, and developing a holistic plan for success.

Subject:
Business and Communication
Marketing
Material Type:
Textbook
Provider:
University of Cape Town
Provider Set:
UCT OpenContent
Author:
Alex Trengove Jones
Anna Malczyk
Justin Beneke
Date Added:
07/26/2011
Introducing Marketing
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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.

Table of Contents
1. Introducing marketing
2. Understanding and approaching the market
3. Marketing research: an aid to decision making
4. Understanding buyer behavior
5. External considerations in marketing
6. Marketing in global markets
7. Introducing and managing the product
8. Communicating to mass markets
9. Pricing the product
10. Channel concepts: distributing the product

Reviews available here: https://open.umn.edu/opentextbooks/textbooks/introducing-marketing

Subject:
Business and Communication
Marketing
Material Type:
Textbook
Provider:
BCcampus
Provider Set:
BCcampus Faculty Reviewed Open Textbooks
Author:
John Burnett
Date Added:
01/07/2015
Marketing Principles
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Principles of Marketing teaches the experience and process of doing marketing—not just the vocabulary. It carries five dominant themes throughout to expose students to marketing in today’s environment:

1. Service-dominant logic—This textbook employs the term “offering” instead of the more traditional first P—product. That is because consumers don’t sacrifice value when alternating between a product
and a service. They are evaluating the entire experience, whether they interact with a product, a service, or a combination. So, the fundamental focus is providing value throughout the value chain,
whether that value chain encompasses a product, a service, or both.

2. Sustainability—Increasingly, companies are interested in their impact on their local community as well as on the overall environment. This is often referred to as the “triple bottom line” of financial, social, and environmental performance.

3. Ethics and social responsibility—Following on the sustainability notion is the broader importance of ethics and social responsibility in creating successful organizations. The authors make consistent
references to ethical situations throughout chapter coverage and end-of-chapter material in most chapters will encompass ethical situations.

4. Global coverage—Whether it is today’s price of gasoline, the current U.S. presidential race, or Midwestern U.S. farming, almost every industry, and companies need strong global awareness. And today’s marketing professionals must understand the world in which they and their companies operate.

5. Metrics—Firms today have the potential to gather more information than ever before about their current and potential customers. That information gathering can be costly, but it can also be very revealing. With the potential to capture so much more detail about microtransactions, firms should now be more able to answer, “Was this marketing strategy really worth it?” and “What is the marketing ROI?” and finally, “What is this customer or set of customers worth to us over their lifetime?”

In this second edition, you’ll also find more emphasis on omnichannel marketing, social media in marketing, and the other components of the digital media revolution that are changing marketing so rapidly. Examples, videos, illustrations, and more reflect the latest in how marketing gets done.

Subject:
Marketing
Material Type:
Assessment
Diagram/Illustration
Homework/Assignment
Textbook
Author:
Jeff Tanner
Mary Anne Raymond
Date Added:
12/29/2018
Remix
Marketing Principles Review Rubric
Unrestricted Use
CC BY
Rating

This is a review of Marketing Principles: https://louis.oercommons.org/courses/marketing-principles completed by Cassie Ditt, Assistant Professor of Marketing at McNeese State Univeristy.

Subject:
Marketing
Educational Technology
Material Type:
Textbook
Author:
Cassandra Ditt
Date Added:
08/08/2020
Online Marketing Essentials
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CC BY-NC-SA
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Never before has it been so easy to access information; communicate with people all over the globe; and share articles, videos, photos, and all manner of media.

The Internet has led to an increasingly connected environment, and the growth of Internet usage has resulted in a declining distribution of traditional media: television, radio, newspapers, and magazines. Marketing in this connected environment and using that connectivity to market is eMarketing.

EMarketing embraces a wide range of strategies, but what underpins successful eMarketing is a user-centric and cohesive approach to these strategies.

Subject:
Marketing
Material Type:
Assessment
Diagram/Illustration
Homework/Assignment
Textbook
Author:
QuirkStars
Date Added:
12/29/2018
Remix
Online Marketing Essentials Review Rubric
Unrestricted Use
CC BY
Rating

This is a review of Online Marketing Essentials: https://louis.oercommons.org/courses/online-marketing-essentials/view completed by Cassie Ditt, Assistant Professor of Marketing at McNeese State University.

Subject:
Marketing
Educational Technology
Material Type:
Textbook
Author:
Cassandra Ditt
Date Added:
08/08/2020
Principles of Marketing
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CC BY-NC-SA
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Principles of Marketing by Tanner, Raymond and Schuster teaches the experience and process of actually doing marketing - not just the vocabulary. It carries five dominant themes throughout in order to expose students to marketing in today's environment: Service dominant logic, sustainability, ethics and social responsibility, global coverage, and metrics.

Subject:
Business and Communication
Marketing
Public Relations
Material Type:
Textbook
Provider:
University of Minnesota
Provider Set:
University of Minnesota Libraries Publishing
Author:
Jeff Tanner
Mary Raymond
Date Added:
01/01/2010
Principles of Marketing
Unrestricted Use
CC BY
Rating

Marketing is a tool used by companies, organizations, and people to shape our perceptions and persuade us to change our behavior. The most effective marketing uses a well-designed strategy and a variety of techniques to alter how people think about and interact with the object in question. Less-effective marketing causes people to turn off, tune out, or not even notice. Why should you care about marketing? Marketing is an ever-present force in modern society, and it can work amazingly well to influence what we do and why we do it.

Subject:
Marketing
Material Type:
Full Course
Textbook
Provider:
Lumen Learning
Provider Set:
Candela Courseware
Date Added:
12/29/2018
Principles of Marketing (Business 203)
Unrestricted Use
CC BY
Rating

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 ask, ŇWho is the consumer of goods and services?Ó What does the consumer need? What does the consumer want? Marketing is an understanding of how to communicate with the consumer.

Subject:
Business and Communication
Marketing
Material Type:
Activity/Lab
Full Course
Homework/Assignment
Reading
Syllabus
Provider:
The Saylor Foundation
Date Added:
10/22/2018
eMarketing: The Essential Guide to Marketing in a Digital World
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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.

Subject:
Marketing
Material Type:
Textbook
Author:
Rob Stokes
Date Added:
04/24/2019
eMarketing: The Essential Guide to Online Marketing, 3rd Edition
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eMarketing: The Essential Guide to Online Marketing by Rob Stokes, a marketing guru and CEO of Quirk eMarketing, Sarah Blake, and his team of QuirkStars, consolidates 11 years of real marketing experience doing online marketing at Quirk into a full length textbook that draws on both academic theory and practical experience. It is intended for third and fourth year marketing students, this textbook covers all of the important aspects of online marketing, including chapters on each of the following areas:* Search Engine Marketing* Affiliate Marketing* Web Analytics and Conversion Optimisation* Web Development* Online Copywriting* Online Advertising* WebPR* Online Reputation Management* Pay Per Click Advertising* Viral Marketing* Social Media Marketing* Search Engine Optimisation* eMarketing Strategy* Market Research* Mobile Marketing* Crowdsourcing* Customer Relationship ManagementIt also features a glossary and index as well as summaries, learning objectives and discussion points for each chapter. This eMarketing textbook offers students information that is highly applicable with examples to which they can easily relate. It is a must-have guide for each and every undergraduate and post-graduate marketing student as well as anyone working in the digital or traditional marketing sphere.

Subject:
Business and Communication
Marketing
Material Type:
Textbook
Provider:
University of Minnesota
Provider Set:
Open Textbook Library
Author:
Rob Stokes and The Minds at Quirk
Date Added:
01/01/2010