Principles of Marketing is designed to meet the scope and sequence for a one-semester marketing course for undergraduate business majors and minors. Principles of Marketing provides a solid grounding in the core concepts and frameworks of marketing theory and analysis so that business students interested in a major or minor in marketing will also be prepared for more rigorous, upper-level elective courses. Concepts are further reinforced through detailed, diverse, and realistic company and organization scenarios and examples from various industries and geographical locations. To illuminate the meaningful applications and implications of marketing ideas, the book incorporates a modern approach providing connections between topics, solutions, and real-world problems. Principles of Marketing is modular, allowing flexibility for courses with varied learning outcomes and coverage.
Type of Material:
Open (Access) Textbook
Recommended Uses:
This textbook is suitable for in-class use as a primary resource for a core marketing course. It can also be used for homework assignments, individual or team study, and as a self-paced learning resource.
Technical Requirements:
None
Identify Major Learning Goals:
Understand the core marketing concepts
Understand the frameworks of marketing. and it uses realistic company scenarios and examples to reinforce these concepts
Have a comprehensive understanding of marketing through videos, graphics, survey data, and articles.
Target Student Population:
Undergraduate marketing students
Prerequisite Knowledge or Skills:
None
Content Quality
Rating:
Strengths:
The textbook is available for free, making it accessible to a wide range of students.
It covers a wide range of marketing topics, from the basics to more advanced concepts.
Realistic company scenarios and examples are used to illustrate concepts, making them relatable to students.
The content is flexible and can be adapted to different teaching approaches.
Clickable links were provided for outside sources.
Most referenced websites update material regularly but use the same link.
Strong graphics and current examples reinforce the topics.
Multiple choice and essay questions can be used to test knowledge.
The article on social media strategy by Hubspot is excellent.
Concerns:
The Jennifer Lawrence video on page 542 is not available. The same is true with the videos on "What goes viral?" on page 556 and the Direct Marketing Association on page 570.
The Mailchimp video is three years old, and, at one hour and 24 minutes, it is too long.
The Wyzowl’s Survey Found on HubSpot is updated annually. You should not reference the data as 2022.
If the knowledge check could be expanded and put on online, students could complete it as a quiz.
Potential Effectiveness as a Teaching Tool
Rating:
Strengths:
The book provides a comprehensive overview of marketing concepts, making it an effective teaching tool for instructors.
Including ethical considerations in various marketing topics adds depth to the material.
The only thing missing is the publishers' ancillaries (e.g., slides, cases, and test bank).
Concerns:
None
Ease of Use for Both Students and Faculty
Rating:
Strengths:
The material is available in both web view and PDF format, providing flexibility for users.
It is extremely easy to read
Concerns:
None
Creative Commons:
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