About This Open Textbook

Designed to teach students the foundational principles of marketing in the digital age, the open textbooks NSCC Introduction to Marketing I (MKTG 1010) and NSCC Introduction to Marketing II (MKTG 2005) are available in digital format at no cost (FREE!) to students. The two open textbooks are adapted from Lumen Learning’s Principles of Marketing and uses current case studies and engaging, real-world scenarios to help students recognize and analyze marketing in business as well as in everyday life. Curated readings, videos, simulations and other learning activities introduce students to the principles of marketing.

Unlike some marketing texts that treat digital marketing as an add-on, and incorporate the use of data, digital communications and digital marketing strategies throughout the resource, reflecting modern marketing in practice.

NSCC Customized Editions


As part of a regular textbook review for MKTG 1010 and 2005 conducted by the NSCC Marketing Faculty Working Group (FWG) in Winter 2020, it was decided to establish an ad hoc subcommittee to explore the use of Open Educational Resources (OER) for MKTG 1010 & 2005, including potentially a pilot of OER in Fall 2020.

The FWG subcommittee, working in collaboration with NSCC’s Copyright Manager and the School of Business and Creative Industries Curriculum Consultant explored OER candidates applicable to MKTG 1010 & 2005 and identified a suitable OER candidate — Lumen Learning’s openly licenced Principles of Marketing.  The team concluded that, with some adaptation, this OER would be highly suitable. The final product of the NSCC adaptation is two open textbooks. The content has been reordered and divided to match the way NSCC marketing courses are taught. The text was also revised to include Canadian legislation and Canadian and regional content and business examples.

The open textbooks NSCC Introduction to Marketing I (MKTG 1010) and NSCC Introduction to Marketing II (MKTG 2005) are the result of their work.

About Lumen and the original Edition of this work

Lumen Learning’s mission is to make great learning opportunities available to all students, regardless of socioeconomic background.

The Lumen online course Principles of Marketing was developed by Lumen Learning. Primary sources for the course include Introducing Marketing by John Burnett, Boundless Marketing, and videos provided by the BBC.

Lumen OER courses apply learning science to engage students and better support the learning process. Lumen materials aim to deliver an active learning experience. They include text, images, videos, assessments, directed feedback, practice questions, simulations, and other interactives that invite students to apply their knowledge, improve their understanding, and perform better. Term over term, Lumen’s Waymaker courseware makes it possible to use learning data to identify where content improvements are needed. We work collaboratively with faculty and subject matter experts to develop and test iterative, continuous improvements aimed at increasing efficacy and learning.

We do this by using open educational resources (OER) to create well-designed and low-cost course materials that replace expensive textbooks. Because learning is about more than affordability and access, we also apply learning science insights and efficacy research to develop learning activities that are engineered to improve subject mastery, course completion and retention.




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Introduction to Marketing II (MKTG 2005) Copyright © 2020 by NSCC and Lumen Learning is licensed under a Creative Commons Attribution 4.0 International License, except where otherwise noted.

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