Reading List Category
Resource Type
Lesson

Lesson 1

Key Text eBook

Economics for Business and Management

by Griffiths, A. and Wall, S.
Key Text eBook

Principles of Marketing, Global Edition

by Kotler, P. and Armstrong, G.
Wider Reading Article

Demand-Based Pricing versus Past-price dependence…

by Srinivssan, S. and Pauwels, K. and Nijs, V.
Wider Reading Article

Demand-based pricing in the US theme park industry

by Lewison, M.

Lesson 2

Key Text eBook

Economics for Business and Management

by Griffiths, A. and Wall, S.
Essential Resource eBook

The Long Tail Theory for Business : Find Your…

by De Saeger, A. and Cadiat, A. C.
Essential Resource eBook

Diffusion of Innovations

by Rogers, E. M.
Essential Resource Article

Airbnb and Hotels: Friends, Enemies, or Frenemies?

by Mhlanga, O.
Wider Reading Article

Platform Market Power

by Bamberger, K. A. and Lobel, O.
Wider Reading Website

Metaverse: how Facebook rebrand reflects a…

by Bloom, P.
Wider Reading Website

Meta’s Threads: Effects on Competition in Social…

by Chin-Rothmann, C.
Wider Reading Article

How traditional firms must compete in the sharing…

by Cusumano, M.
Wider Reading Article

A blueprint for market construction? Spatial data…

by Alvarez León, L. F.

Lesson 3

Key Text eBook

The economics of digital transformation: The…

by Sledziewska, K. and Wlock, R.
Essential Resource Video

Keyu Jin: What the world can learn from China…

by TED
Essential Resource Article

How do firms make money selling digital goods…

by Lambrecht, A., Goldfarb, A., Bonatti, A., et al.
Wider Reading eBook

The digital economy

by Jordan, T.
Wider Reading Website

‘The Zero Marginal Cost Society’, by Jeremy Rifkin

by Waters, R.

Lesson 4

Key Text eBook

The economics of digital transforamtion: The…

by Sledziewska, K. and Wlock, R.
Key Text eBook

Platform Strategy: How to unlock the power of…

by Reillier, L. C. and Reillier, B.
Wider Reading eBook

Business Model Generation: Handbook for…

by Osterwalder, A. and Pigneur, Y.
Wider Reading Article

Business Model Innovation with Platform Canvas

by Sorri, K., Seppanen, M., Kaisa, S. and Katri, V.

Lesson 5

Key Text eBook

Managing for Stakeholders: Survival, Reputation,…

by Freeman, R. E., Harrison, J. S. and Wicks, A. C.
Key Text eBook

E-Commerce 2023-2024: Business. Technology.…

by Laudon, K. C. and Traver, C. G.
Wider Reading eBook

The Digital Economy

by Jordon, T.

Lesson 6

Key Text eBook

Digital Marketing

by Chaffey, D. and Ellis-Chadwick, F.
Key Text eBook

Principles of Marketing, Global Edition

by Kotler, P., Armstrong, G. and Balasubramanian, S.
Key Text eBook

Marketing 4.0: Moving from Traditional to Digital

by Kotler, P., Kartajaya, H. and Setiawan, I.
Essential Resource Video

Rory Sutherland: Life lessons from an ad man |…

by TED
Essential Resource Website

The newest addition to the marketing mix’s Ps:…

by Smith, B.
Wider Reading Website

Spotify Wrapped - Spotify

by Spotify
Wider Reading Website

Nike By You Custom Shoes. Nike UK

by Nike UK

Lesson 7

Key Text eBook

Digital marketing in practice: design, implement…

by Knight, H. and Vortster, L.
Key Text eBook

Digital marketing strategy: an integrated…

by Kingsnorth, S.
Key Text eBook

Marketing 5.0: Technology for Humanity

by Kotler, P., Kartajaya, H. and Setiawan, I.
Essential Resource eBook

Digital marketing fundamentals: OMCP's…

by Jarboe, G., Bailey, M. and Stebbins, M.

Lesson 8

Key Text eBook

Digital marketing fundamentals: OMCP's…

by Jarboe, G., Bailey, M. and Stebbins, M.
Key Text eBook

Digital marketing strategy: an integrated…

by Kingsnorth, S.
Essential Resource Website

PageSpeed Insights

by Google for Developers
Essential Resource Video

What is Native Advertising? | Types of Native Ads

by Setupad Team
Essential Resource Video

How an Ad is Served with Real Time Bidding (RTB…

by IAB - Interactive Advertising Bureau
Wider Reading Website

Semrush: Data-Driven Marketing Tools to Grow Your…

by Semrush
Wider Reading Website

Research Keywords for Campaigns with Google…

by Google Ads
Wider Reading Website

Free SEO Tools - Made by Ahrefs

by Ahrefs
Wider Reading Website

Native Ads vs Display Ads | Main Differences…

by Zaiceva, A.

Lesson 9

Key Text eBook

Digital marketing fundamentals: OMCP's…

by Jarboe, G., Bailey, M. and Stebbins, M.
Key Text eBook

Digital marketing strategy: an integrated…

by Kingsnorth, S.
Wider Reading Website

#BODYWOREWHAT is finally here!!

by Bernstein, D.
Wider Reading Website

Social Media Marketing and Management Tool |…

by Hootsuite
Wider Reading Website

Sprout Social: Social Media Management Tool

by Sprout Social
Wider Reading Website

Earth's Finest Water | FIJI Water

by FIJI Water
Wider Reading Website

@weworewhat

by Bernstein, D.

Lesson 10

Key Text eBook

Digital marketing strategy: an integrated…

by Kingsnorth, S.
Wider Reading eBook

Marketing Metrics: The Manager's Guide to…

by Bendle, N.T., Farris, P. W., Pfeifer, P. E. and Reibstein, D. J.