Reading List Category
Resource Type
Lesson

Lesson 1

Key Text eBook

Principles of Marketing

by Kotler, P., Armstrong, G. and Balasubramanian, S.
Essential Resource Article

Effects of online brand communities on…

by Ozuem, W. et al.

Lesson 2

Key Text eBook

Principles of Marketing, Global Edition

by Kotler, P., Armstrong, G. and Balasubramanian, S.
Essential Resource eBook

Digital Marketing

by Chaffey, D. and Ellis-Chadwick, F.
Essential Resource Article

Coopetition-based business models: The case of…

by Ritala, P., Golnam, A. and Wegmann, A.
Wider Reading Article

Engaging and retaining customers with AI and…

by Prentice, C. and Nguyen, M.
Wider Reading Article

Emotional support from a digital assistant in…

by Gelbrich, K., Hagel, J. and Orsingher, C.
Wider Reading Article

Improving profitability with customer-centric…

by Bonacchi, M. and Perego, P.

Lesson 3

Key Text eBook

Principles of Marketing, Global Edition

by Kotler, P., Armstrong, G. and Balasubramanian, S.
Essential Resource Article

Luxury brand experiences and relationship quality…

by de Kerviler, G. and Rodriguez, C. M.
Essential Resource Video

Inge Bernaerts and the EU Digital Markets Act

by OECD Competition Law and Policy
Essential Resource Video

MILO| Ramadan TVC

by MILO Malaysia
Wider Reading Article

Do ethics drive value co-creation on digital…

by Nadeem, W. and Al-Imamy, S.

Lesson 4

Key Text eBook

Principles of Marketing, Global Edition

by Kotler, P., Armstrong, G., and Balasubramanian, S.
Essential Resource Article

A review of customer relationship management:…

by Nguyen, B. and Mutum, D. S.
Essential Resource Video

Needs, Wants, and Demands in marketing

by The Marketing Channel
Essential Resource Website

Find open data

by HM Government
Essential Resource Video

Top 3 Ethical Issues in Marketing & Their…

by Miyazaki, A.
Essential Resource Website

London is buying heaps of facial recognition tech

by Woodhams, S.
Essential Resource Video

What is CRM? | A guide to CRM software by Zoho CRM

by Zoho
Essential Resource eBook

Marketing: An Introduction

by Armstrong, G., Kotler, P. and Opresnik, M. O.
Essential Resource Video

The Dangers of Big Data

by THNKR
Essential Resource Website

VisitScotland - Scotland's National Tourist…

by VisitScotland

Lesson 5

Key Text eBook

Principles of Marketing, Global Edition

by Kotler, P., Armstrong, G. and Balasubramanian, S.
Essential Resource Website

Maslow's Hierarchy of Needs

by McLeod, S.
Essential Resource Other

Customer-centric Experience: Transforming B2B…

by Childs, D., Nath, R. and Pearson, D.
Essential Resource Video

Night or the Next Morning | McDonald’s

by McDonald's
Essential Resource Video

McDonald’s Match Time Meals | McSpicy Fried…

by McDonald's India
Essential Resource Video

McDonald's TV Advertisements in different…

by Lee, L.
Essential Resource Website

How to bid for government contracts as an SME…

by HM Government
Essential Resource Video

5 Stages of the Consumer Decision-Making Process…

by Directive
Essential Resource Video

Why Starbucks Failed in Australia

by CNBC
Essential Resource Video

MBA 101: Marketing, B2B vs B2C Marketing

by Pav P
Essential Resource Video

Factors influencing behaviour

by Open up Upatras
Essential Resource Video

Tricking Advertisers With Adverts | MIND CONTROL…

by Brown, D.
Wider Reading Article

The Psychic Distance Paradox

by O'Grady, S. and Lane, H. W.

Lesson 6

Key Text eBook

Principles of Marketing, Global Edition

by Kotler, P., Armstrong, G. and Balasubramanian, S.
Essential Resource Video

What Is Market Mapping?

by Brand Master Academy
Essential Resource Video

How To Find Your Target Audience | Target Market…

by Erhart, A.
Essential Resource Website

Electric Cars, Solar & Clean Energy | Tesla…

by Tesla
Essential Resource Video

The Promotional Mix Explained | McDonald's…

by Two Teachers
Essential Resource eBook

Marketing: An Introduction, European Edition

by Armstrong, G. et al.
Essential Resource Website

Rausch | fine cocoa chocolates, pralines and…

by Rausch
Essential Resource Video

What Is Social Responsibility In Marketing | IKEA…

by Solve It Like A Marketer

Lesson 7

Key Text eBook

Principles of Marketing, Global Edition

by Kotler, P., Armstrong, G. and Balasubramanian, S.
Essential Resource Article

Exploring customers' responses to online…

by Ozuem, W. et al.

Lesson 8

Key Text eBook

Principles of Marketing, Global Edition

by Kotler, P., Armstrong, G. and Balasubramanian, S.
Essential Resource Website

A perspective for the luxury-goods industry…

by Achille, A. and Zipser, D.
Essential Resource Video

New Product Pricing Strategies for Businesses

by Professor Wolters
Essential Resource Video

Skimming Pricing Vs Penetration Pricing | Pricing…

by Retail & Marketing Concepts
Essential Resource Article

How price display influences consumer luxury…

by Parguel, B., Delécolle, T. and Valette-Florence, P.

Lesson 9

Key Text eBook

Principles of Marketing, Global Edition

by Kotler, P., Armstrong, G. and Balasubramanian, S.
Essential Resource Website

7 Examples of In-Game Advertising

by Figas, N.
Essential Resource Article

Irresistible possibilities: Examining the uses…

by Davies, C. and Hobbs, M.
Essential Resource Video

A BETTER Way To Advertise On Facebook In 2024 (…

by Erhart, A.
Essential Resource Video

10 Best Sales Promo Examples For 2021 (And Why…

by Keap
Essential Resource Video

MiniMod: Marketing Mix - Promotion Strategy

by Miller, C.
Essential Resource Website

Baby we were born to fish – Campaign Brief

by Shaw, K.
Essential Resource Video

'Drink water': Ronaldo removes Coca-…

by The Telegraph
Wider Reading Website

Promotional Mix – Sales Promotions

by Studiowide

Lesson 10

Key Text eBook

Principles of Marketing, Global Edition

by Kotler, P., Armstrong, G. and Balasubramanian, S.
Essential Resource Video

Making sense of marketing in the digital age:…

by TEDx Talks
Essential Resource Website

The First-Ever Banner Ad on the Web

by LaFrance, A.
Essential Resource Website

Internet and social media users in the world 2024…

by Petrosyan, A.
Essential Resource Video

#digitalTHINK: the Impact of Digitalisation on…

by Esade
Essential Resource Video

B2B Marketing Strategy | Get More Leads For B2B…

by Erhart, A.