Marketing and Promotion is an adapted remixed version of the following textbooks, with some new content added:
- NSCC Introduction to Marketing I 2e (MKTG 1010) CC BY
- NSCC Introduction to Marketing II 2e (MKTG 2005) CC BY
Both NSCC textbooks are adapted from Lumen Learning’s openly licensed (CC BY) online course Principles of Marketing.
| 1 | What Is Marketing? | NSCC Intro to Marketing I 2e |
| 2 | 1.1 Why It Matters: What Is Marketing? | NSCC Intro to Marketing I 2e |
| 3 | 1.2 Marketing Defined | NSCC Intro to Marketing I 2e |
| 4 | Reading: Marketing Defined | NSCC Intro to Marketing I 2e |
| 5 | 1.3 Marketing in Action | NSCC Intro to Marketing I 2e |
| 6 | Reading: Marketing in Action | NSCC Intro to Marketing I 2e |
| 7 | 1.4 The Marketing Concept | NSCC Intro to Marketing I 2e |
| 8 | Reading: The Marketing Concept | NSCC Intro to Marketing I 2e |
| 9 | 1.5 Marketing and Customer Relationships | NSCC Intro to Marketing I 2e |
| 10 | Reading: Marketing and Customer Relationships | NSCC Intro to Marketing I 2e |
| 11 | 1.6 How Organizations Use Marketing | NSCC Intro to Marketing I 2e |
| 12 | Reading: How Organizations Use Marketing | NSCC Intro to Marketing I 2e |
| 13 | 1.7 Value of Marketing | NSCC Intro to Marketing I 2e |
| 14 | Reading: The Value of Marketing | NSCC Intro to Marketing I 2e |
| 15 | Practice Quiz | NSCC Intro to Marketing I 2e |
| 16 | Reading: Elements of the Marketing Plan | NSCC Intro to Marketing II 2e |
| 17 | Reading: Defining Your Target Market in Intro to Marketing I 2e | NSCC Intro to Marketing I 2e |
| 18 | Reading: Integrated Marketing Communication (IMC) Definition | NSCC Intro to Marketing II 2e |
| 19 | Reading: Defining the Message | NSCC Intro to Marketing II 2e |
| 20 | Reading: Determining IMC Objectives and Approach | NSCC Intro to Marketing II 2e |
| 21 | Reading: Measuring Marketing Communication Effectiveness | NSCC Intro to Marketing II 2e |
Changes
Reading: Defining the Message
- Delete starting at title: organize a messaging framework until the paragraph call to action.
- Take out the finally before call to action. Keep the call to action paragraph.
- Delete paragraph after the call to action until the end of the document.
- Add definitions in for “message”, “IMC campaign (integrated marketing communication)”, “goals”, “objectives”, “call to action”
Reading: Determining IMC Objectives and Approach
- Take out initial information until Step 1: Determining target market
- Take out step 1, keep title determining target market and next 3 paragraphs
- Take out step 2, keep title determining marketing campaign objectives and next 3 paragraphs. Remove paragraph before communicating with target segments: The ADIRA model.
- Remove everything under ADIRA
- Keep title push vs pull promotional strategies and everything under this heading
- Keep title engagement strategies and everything under this heading
- Remove step 3: SMART goals and on until advantages of various marketing communication methods. Keep everything under this heading until step 6.
- Remove step 6 and everything after.
