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Marketing Principles v 2.0. Tanner & Raymond

MKT 350: Principles of Marketing

Abstract: A variety of open and low cost materials have been adopted in a Marketing course for any student, but particularly Business students by Kirti Sawhney Celly at California State University, Dominguez Hills. The assortment of low cost resources provides students with a Merlot-based textbook and low-cost technology resources to build the quantitative skills necessary. The main motivation to adopt an open textbook was not only to save my students money but also to provide them with an experiential learning opportunity. Most student access the open textbook in digital format through Blackboard.


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About the Textbook

Marketing Principles v 2.0. Tanner & Raymond

Description: "Principles of Marketing by 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, sustainability, ethics and social responsibility, global coverage, and metrics.

Authors: Tanner, Raymond and Schuster 

Formats: PDF

Supplemental resourcesDiscussion questions and articles

Cost savings: Specify potential cost savings to students from adopting an open textbook instead of the traditional publisher textbook previously used.

License: This work is licensed under a Attribution-NonCommercial-ShareAlike 4.0 International

About the Course

MKT 350: Principles of Marketing 

Description:  Survey of the marketing function, including the marketing environment and target markets; marketing strategy with emphasis on the marketing mix; social and ethical responsibilities of marketing.

Prerequisites: Microeconomics is prerequisite

Learning outcomes:  The primary objectives of this course are to: a. Introduce students to the discipline and practice of marketing and its role in organizations, both for- and non- profit and in society; and b. Provide opportunities for them to gain an understanding of buyer behavior and the marketing concepts and approaches that are used to develop marketing strategies. 

Curricular changes: Text, Syllabus, Learning Activities, Assessment (though I do not formally use rubrics), and Developing Additional Materials and Interactions. 

Teaching and learning impacts: 

I Collaborate more with other faculty No
I use a wider range of teaching materials: Yes
I believe my students' learning has improved Yes
I believe student retention has improved : Unsure
There have been unexpected results: No

Sample syllabus: Link or upload your syllabus that illustrates how the open textbook is used in the course. 

Sample assignment:  Link or upload a sample assignment that illustrates how the open textbook is used in the course. Include the rubric that is used for evaluating student work.

Textbook Adoption

OER Adoption Process

I am an advocate for strong applied, experiential, and service learning approaches to education. Students, especially our students, need to have embedded in all they do reading, doing, writing, reflecting and creating. Simply they need to be offered an education that allows them to grow as individuals, in their communication, in our communities, and in the their knowledge and skills. At every opportunity I practice what I preach and regularly look for and curate open source materials to ensure that our students have access to affordable (including free) materials.

Student access: Merlot, Other sources on the Internet, Within Blackboard. I also provide pdf copies of materials that are shareable in that form. For supplemental materials in MKT 350, students pay the vendor directly for access on the vendor's portal. Video text: $24.99 for access over semester; Management by the Numbers: $19.99 for 20 week access. Includes 8-10 curated modules and opportunities to earn certifications that they can put on their resumes.

Student feedback about using OER:  There is verbal appreciation across students for the 'free' and 'inexpensive' materials. One student stated “The book and the other two materials I had to buy were very affordable and I really like the structure of the material. It is very relevant and right to the point."

Kirti Sawhney Celly 

I am a Marketing professor at the California State University, Dominguez Hills. I teach Principles of Marketing and Consumer Behavior.

Our students are inspirational when we create the spaces in which they can rise to the occasion and thrive. My students in classes with OER have gone on to earn graduate degrees (J.D., MBA, Ph.D).