Reading List Category
Resource Type
Lesson

Lesson 1

Key Text eBook

Consumer Behaviour

by Solomon, M, Hogg, M. and Askegaard, S.
Wider Reading Website

7 Proven Ways to Know Your Audience Better

by Baker, K.

Lesson 2

Key Text eBook

Consumer Behaviour: A European Perspective

by Solomon, M. R., Askegaard, S., Hogg, M. K. and Bamossy, G. J.
Essential Resource Website

WTF is ZMOT?

by Anon
Wider Reading Website

The Five Stages of the Consumer Decision Making…

by Weiss, S.
Wider Reading Video

The Zero Moment of Truth

by Zeromomentoftruth

Lesson 3

Key Text eBook

Consumer Behaviour: A European Perspective

by Solomon, M. R., Askegaard, S., Hogg, M. K. and Bamossy, G. J.
Essential Resource Video

New Coke: Coca-Cola's 77-day product disaster

by CBS Evening News
Essential Resource Website

The Arch Deluxe Was a Hell of a Burger. It Was…

by Glass, J.
Essential Resource Website

Volkswagen: The scandal explained

by Hotten, R.
Essential Resource Website

The Cola Wars: The Story of ‘New Coke’

by Sky History
Essential Resource Video

McDonald's (1996) - Arch Deluxe Commercial

by northbaysports
Wider Reading Website

I took a deep dive into market segmentation –…

by Alamir, D.
Wider Reading Website

Customer Segmentation: How to Segment Users and…

by Baker, K.
Wider Reading Website

Business Ethics – Why They Matter and How Your…

by Kowalska, K.

Lesson 4

Key Text eBook

Marketing 5.0: Technology for Humanity

by Kotler, P., Kartajaya, H. and Setiawan, I.
Key Text eBook

Marketing Management, Global Edition

by Kotler, P., Keller, K. L. and Chernev, A.
Key Text eBook

Consumer Behaviour: A European Perspective

by Solomon, M. R., Hogg, M. K., Askegaard, S., Bamossy, G.
Essential Resource Website

How to create detailed buyer personas for your…

by Needle, F.
Essential Resource Website

The Beginners Guide to Defining Buyer Personas

by O’Brien, C.
Wider Reading Website

How To Create Better Buyer Personas

by Christison, C.
Wider Reading Website

7 Persona Examples for Modelling Your Ideal…

by Anon
Wider Reading Website

The Perfect Persona – are your personas fit for…

by Chaffey, D.
Wider Reading Website

Marketing Persona

by Smart Insights
Wider Reading eBook

Marketing Management

by Kotler, P., Keller, K. L., Brady, M. and Goodman, M.

Lesson 5

Key Text eBook

Marketing Management, Global Edition

by Kotler, P., Keller, K. L. and Chernev, A.
Key Text eBook

Consumer Behaviour: A European Perspective

by Solomon, M. R., Hogg, M. K., Askegaard, S., Bamossy, G
Essential Resource Website

User Personas Template

by Canva
Essential Resource Website

Make My Persona

by HubSpot
Essential Resource Website

The Perfect Persona – are your personas fit for…

by Chaffey, D.
Wider Reading Website

How To Create Better Buyer Personas

by Christison, C.
Wider Reading Website

Marketing Personas

by Smart Insights
Wider Reading Website

Buyer/Audience Persona Template

by Hootsuite
Wider Reading Website

Buyer Persona Essentials. Tips an Examples to…

by Vora, A.

Lesson 6

Key Text eBook

Marketing Management, Global Edition

by Kotler, P., Keller, K. L. and Cherney, A.
Key Text eBook

Consumer Behaviour

by Solomon, M. R., Askegaard, S., Hogg, M. K. and Bamossy, G. J.
Key Text eBook

Essentials of Marketing

by Martin, J. and Blythe, J.
Essential Resource Website

Google Fomrs Policies and Guidelines

by Google
Essential Resource Website

Google Forms

by Google
Essential Resource Website

11 A/B Testing Examples from Real Businesses

by Riserbato, R.
Essential Resource Video

How to do A/B testing: 15 steps for the Perfect…

by HubSpot Marketing
Wider Reading eBook

Quantitative Marketing Research in the Digital Age

by Nieroda, M.
Wider Reading Website

What are survey sample sizes and how to find your…

by Cromwell, T.

Lesson 7

Key Text eBook

Marketing Management

by Kotler, P., Keller, K. L. and Cherney, A.
Key Text eBook

Essentials of Marketing

by Martin, J. and Blythe, J.
Key Text eBook

Consumer Behaviour

by Solomon, M. R., Askegaard, S., Hogg, M. K. and Bamossy, G. J.
Essential Resource Website

Dove campaigns

by Dove

Lesson 8

Key Text eBook

Essentials of Marketing

by Martin, J and Blythes, J.
Key Text eBook

Consumer Behaviour

by Solomon, M, Hogg, M. and Askegaard, S.
Essential Resource Video

Dave Chaffey - Personas for Digital Marketing

by smartinsightstv
Essential Resource Website

Driving Omnichannel Retail Strategies with AI-…

by Anon
Essential Resource Video

Delv AI - Platform Overview

by Delv AI
Essential Resource Video

Delv AI - Platform Overview

by Delv AI
Essential Resource Website

How Amazon is using generative AI to improve…

by Levine, I.

Lesson 9

Key Text eBook

Essentials of Marketing. Pearson Education

by Martin, J and Blythes, J.
Key Text eBook

Principles of Marketing

by Kotler, P., Armstrong, G., Saunders, J. and Wong, V.
Key Text eBook

Consumer Behaviour: A European Perspective

by Solomon, M, Hogg, M. Askegaard, S. (2019) e. 7th Edition. Pearson,
Key Text eBook

Marketing Management

by Kotler, P., Keller, K. L. and Cherney, A.
Wider Reading eBook

An Introduction to Quantitative Research Methods…

by Daryanto, A.
Wider Reading Video

Social Media Marketing: Audience Research

by Digital Marketing Institute (DMI)
Wider Reading Website

HubSpot. Business Ethics – Why They Matter and…

by Kowalska, Kasia
Wider Reading Website

Semrush Blog, Audience Analysis: What It Is and…

by Wilkinson, M
Wider Reading eBook

Quantitative Marketing Research in the Digital Age

by Nieroda, M.
Wider Reading Video

Social Media Marketing: Audience Research Tools

by Digital Marketing Institute (DMI)
Wider Reading Website

Digital Marketing Institute. Quantitative…

by Anon
Wider Reading eBook

Successful Qualitative Research: A Practical…

by Braun, V and Clarke, V.
Wider Reading Website

Understanding your Audience with Rand Fishkin

by Fishkin, R.,
Wider Reading Website

HubSpot. 5 Qualitative Research Methods Every UX…

by Amaresan, S
Wider Reading Website

I took a deep dive into market segmentation –…

by Alamir, D
Wider Reading Website

HubSpot. Customer Segmentation: How to Segment…

by Baker, K
Wider Reading Website

HubSpot (2025). How to do Marketing Research and…

by Wanjohi, S
Wider Reading Website

HubSpot. Business Ethics – Why They Matter and…

by Kowalska, Kasia
Wider Reading Website

HubSpot, Target Audience: My tips for Finding the…

by Carmicheal, K.
Wider Reading Website

HubSpot. Customer Segmentation: How to Segment…

by Baker, K
Wider Reading Website

HubSpot (2025). How to do Marketing Research and…

by Wanjohi, S
Wider Reading Website

DMI, Audience Research Lesson.

by Boyd, C.