Material Detail

This open textbook is being utilized in a marketing course for undergraduate or graduate students by Zhenning Xu at the College of Business and Public Administration. The open textbook provides a brief a concise exploration of key marketing concepts and analytical frameworks, along with several customized exercises and assignments designed by the instructor to help students understand the material through learning by doing. The main motivation to adopt an open textbook was that the open textbook is equally well-written, updated each semester by authors from Rice University and UT Dallas, and free for students to use. Most students access the open textbook in digital format or as a PDF they download to their computer or phone.

The California State University and MERLOT have partnered to showcase how and why faculty have adopted Open Educational Resources (OER) to facilitate equitable access to their students’ course materials. This Faculty Showcase represent Open Educational Practices where faculty are sharing their "know-how" for adopting OER in their courses.