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Advertising & Sales Promotion I
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Integrated Marketing Communications (IMC) remain an integral component of marketing. Therefore, understanding how companies effectively communicate and interact with customers (including potential customers) creates the foundation you (student) need to have a firm understanding of how marketing communication manifest in practice which is key to the development of effective marketing skills. Such an understanding will help you succeed in your marketing career. Henceforth, this course is designed to help you start your journey towards your desired entry into marketing careers.

Subject:
Business and Communication
Marketing
Public Relations
Material Type:
Module
Author:
Nkululeko Fuyane
Date Added:
02/05/2019
Communication Skills
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This note is an introduction to Unit-I Communication Skills. It makes you understand the various types, ways, kinds of communication along with the knowledge of its process and importance.

Subject:
Business and Communication
Marketing
Material Type:
Primary Source
Textbook
Author:
SHASHI PRABHA VARSHNEY
Date Added:
09/17/2020
Consumer Behavior
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Syllabus for a course that addresses why people buy as the foundation for developing concepts for meeting consumer needs through selling, advertising, distribution and related activities. This course uses an open textbook, Consumer Behavior, from the National Programme on Technology Enhanced Learning (NPTEL).

Subject:
Business and Communication
Marketing
Material Type:
Syllabus
Provider:
Springfield Technical Community College
Date Added:
10/03/2019
Digital Marketing Strategy
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The Internet has transformed how businesses conduct their activities and how consumers go about buying products. This textbook aims to provide a way of conceptualizing how to do marketing online and a strategic framework to do so.

Subject:
Business and Communication
Marketing
Material Type:
Textbook
Provider:
Concordia University
Author:
Pierre-Yann Dolbec
Date Added:
05/23/2022
Einstein Project
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The “Einstein Project” is a framework that is designed to help you find a solution to an everyday problem that makes you passionate in your thinking and designing. This project is designed to make you think outside of the box as active learners and create solutions in uncommon ways, forget about failing or succeeding and take chances.

Subject:
Agriculture
Applied Science
Architecture and Design
Arts and Humanities
Business and Communication
Career and Technical Education
Electronic Technology
Engineering
Forestry and Agriculture
Graphic Arts
Graphic Design
Life Science
Management
Manufacturing
Marketing
Visual Arts
Welding
Material Type:
Activity/Lab
Student Guide
Date Added:
09/25/2018
Foundations in Digital Marketing
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CC BY
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Building Meaningful Customer Relationships and Engaged Audiences

Short Description:
Foundations in Digital Marketing is a textbook intended to introduce marketing students to the world of digital marketing. The book covers fundamental frameworks, practical applications, and online tools that can all be applied to build and execute a cohesive and engaging digital marketing strategy.

Long Description:
Foundations in Digital Marketing is a textbook intended to introduce marketing students to the world of digital marketing. The book covers fundamental frameworks, practical applications, and online tools that can all be applied to build and execute a cohesive and engaging digital marketing strategy. The book covers the fundamental aspects of digital marketing, including areas such as: visual storytelling, design principles and frameworks, search engine optimization and marketing, website and landing page optimization, content marketing, content creation tools and technologies, paid advertising, social media marketing, mobile marketing, email marketing, attribution, conversion rate optimization, data and marketing analytics, and the future of digital marketing.

The book also features chapter learning objectives, videos, summaries, interactive learning activities, and discussion points, as well as, recommended industry certifications and online resources to augment the textbook.

Word Count: 62262

Included H5P activities: 18

ISBN: 978-1-77420-217-3

(Note: This resource's metadata has been created automatically by reformatting and/or combining the information that the author initially provided as part of a bulk import process.)

Subject:
Business and Communication
Marketing
Material Type:
Textbook
Provider:
BCcampus
Date Added:
03/23/2023
Foundations in Digital Marketing
Unrestricted Use
CC BY
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Building meaningful customer relationships and engaged audiences

Short Description:
Foundations in Digital Marketing is a textbook intended to introduce marketing students to the world of digital marketing. The book covers fundamental frameworks, practical applications, and online tools that can all be applied to build and execute a cohesive and engaging digital marketing strategy.

Long Description:
Foundations in Digital Marketing is a textbook intended to introduce marketing students to the world of digital marketing. The book covers fundamental frameworks, practical applications, and online tools that can all be applied to build and execute a cohesive and engaging digital marketing strategy. The book covers the fundamental aspects of digital marketing, including areas such as: visual storytelling, design principles and frameworks, search engine optimization and marketing, website and landing page optimization, content marketing, content creation tools and technologies, paid advertising, social media marketing, mobile marketing, email marketing, attribution, conversion rate optimization, data and marketing analytics, and the future of digital marketing.

The book also features chapter learning objectives, videos, summaries, interactive learning activities, and discussion points, as well as, recommended industry certifications and online resources to augment the textbook.

Word Count: 54706

Included H5P activities: 18

ISBN: 978-1-77897-021-4

(Note: This resource's metadata has been created automatically by reformatting and/or combining the information that the author initially provided as part of a bulk import process.)

Subject:
Business and Communication
Marketing
Material Type:
Textbook
Provider:
NSCC
Date Added:
01/01/2022
Foundations in Digital Marketing
Unrestricted Use
CC BY
Rating
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Building meaningful customer relationships and engaged audiences

Short Description:
Foundations in Digital Marketing is a textbook intended to introduce marketing students to the world of digital marketing. The book covers fundamental frameworks, practical applications, and online tools that can all be applied to build and execute a cohesive and engaging digital marketing strategy.

Long Description:
Foundations in Digital Marketing is a textbook intended to introduce marketing students to the world of digital marketing. The book covers fundamental frameworks, practical applications, and online tools that can all be applied to build and execute a cohesive and engaging digital marketing strategy. The book covers the fundamental aspects of digital marketing, including areas such as: visual storytelling, design principles and frameworks, search engine optimization and marketing, website and landing page optimization, content marketing, content creation tools and technologies, paid advertising, social media marketing, mobile marketing, email marketing, attribution, conversion rate optimization, data and marketing analytics, and the future of digital marketing.

The book also features chapter learning objectives, videos, summaries, interactive learning activities, and discussion points, as well as, recommended industry certifications and online resources to augment the textbook.

Word Count: 54722

Included H5P activities: 17

(Note: This resource's metadata has been created automatically by reformatting and/or combining the information that the author initially provided as part of a bulk import process.)

Subject:
Business and Communication
Marketing
Material Type:
Textbook
Date Added:
01/26/2024
Gift ‘n Gab Trading Post
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As a significant and important niche business in British Columbia and across Canada, Indigenous business ownership is growing and flourishing. The following case outlines the current situation for Gift ‘N Gab (GNG) Trading Post, setting the scene for students to assess marketing opportunities, justify marketing recommendations, and rationalize strategic marketing approaches.

Subject:
Business and Communication
Marketing
Material Type:
Textbook
Provider:
Thompson Rivers University
Date Added:
03/04/2024
Handbook on Transnational Entrepreneurship and Effective Internationalisation Strategies for Spin Offs
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CC BY-SA
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Global Spin is a corporate learning programme aiming to improve the competiveness of European Academic Spin-Offs and Start-ups by supporting them to effectively deal with the challenges faced when internationalising their businesses. The programme is divided into three units, containing ten pillars each one, completed by a forth section of Success and Failure Cases about “Commercialization of new products and services abroad” and “Attracting and recruiting international high-qualified human capital”.

The training programme has been developed in the framework of the Global-Spin Project: Transnational Entrepreneurship and Corporate Learning: Fostering Effective Internationalization Strategies in Academic Spin Offs, with the support of the European Union and the Erasmus+ Programme. The course’s contents are based on the knowledge, the experience and the researches carried out by the consortium, which is composed of Higher Education Foundation, two Universities and four companies specialized in consultancy, training and research. To know more about the project and the consortium’s partners, visit the website: https://globalspin.eu/ and the GLOBAL-SPIN - Transnational Entrepreneurs Forum: https://www.facebook.com/groups/1970586499822258/

Authors are the seven project partners:

CCS Digital Education (Greece)
University of Patras (Greece)
Advancis Business Services, Lda. (Portugal)
Vaasa University of Applied Sciences Finland)
Promimpresa srl (Italy)
Inova Consultancy (United Kindom)
Fundación General Universidad de Granada Empresa (Spain)

Subject:
Business and Communication
Management
Marketing
Public Relations
Material Type:
Full Course
Date Added:
03/05/2019
How I Did It: Successful Indie Authors Share How They Create Books
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Short Description:
How I Did It: Successful Indie Authors Share How They Create Books compiles the stories of self-publishing indie authors, publishers and other organizations who publish that have successfully created their books and streamlined the costly, difficult parts of book production by using the simple rapid publishing system Pressbooks.com.

Long Description:
How I Did It: Successful Indie Authors Share How They Create Books compiles the stories of self-publishing indie authors, publishers and other organizations who publish that have successfully created their books and streamlined the costly, difficult parts of book production by using the simple rapid publishing system Pressbooks.com.

In addition to file conversion and book design, these authors share their secrets to successful self-publishing and marketing for books as well as insights on the writing, editing and other parts of the process of book publishing.

Word Count: 10517

(Note: This resource's metadata has been created automatically as part of a bulk import process by reformatting and/or combining the information that the author initially provided. As a result, there may be errors in formatting.)

Subject:
Arts and Humanities
Business and Communication
Composition and Rhetoric
English Language Arts
Literature
Marketing
Material Type:
Textbook
Provider:
Pressbooks
Date Added:
02/08/2024
Indigenous Businesses in the BC Interior: Case Studies in Marketing
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This compilation of Indigenous Business Case Studies, focusing on the BC Interior, explores marketing challenges and approaches of a variety of indigenous-owned businesses. The authors had the opportunity to have conversations with the business owners and feel honoured to have been trusted with information and data to put this collection together.

Subject:
Business and Communication
Marketing
Material Type:
Textbook
Provider:
Thompson Rivers University
Date Added:
03/04/2024
Indigenous Peoples in Education: A Stock Photo Collection – An Image SPLOT
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CC BY-NC-SA
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The team at Thompson Rivers University created the Indigenous Education Stock Photos collection due to a lack of open-source photos of Indigenous students for use in OER. The spirit of the photo collection is to allow educators to represent Indigenous peoples in their OER so that Indigenous students can see themselves reflected in their learning materials.

This project was funded jointly by BCcampus and the TRU OER Development Grant and developed in consultation with the TRU Office of Indigenous Education and a TRU community stakeholder session. TRU production and media teams and the TRU Open Press assisted in producing the content.

All photos have a CC BY NC SA license:

- You may use, adapt, and share them, but you must attribute the photographer and link back to the collection

- You may not use the photos for commercial purposes

- You must distribute any created derivatives under the photo’s original license

Subject:
Business and Communication
Communication
Ethnic Studies
Marketing
Social Science
Material Type:
Diagram/Illustration
Author:
TRU Press
Thompson River University
Date Added:
02/15/2024
Introducing Marketing
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CC BY
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Through good economic times and bad, marketing remains the pivotal function in any business. Determining and satisfying the needs of customers through products that have value and accessibility and whose features are clearly communicated is the general purpose of any business. It is also a fundamental definition of marketing. This text introduces students to the marketing strategies and tools that practitioners use to market their products. Available as PDF.

Subject:
Business and Communication
Marketing
Material Type:
Textbook
Provider:
BCcampus
Author:
John Burnett
Date Added:
12/13/2022
Introduction to Consumer Behaviour
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CC BY-NC-SA
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Short Description:
This open textbook was designed for students studying business or marketing at an undergraduate level. It draws on the fields of marketing, business, communications, media studies, psychology, sociology, and anthropology. The book invites readers to examine the internal forces that shape consumer decision making, such as perceptions, motivations, personality, and attitudes as well as the external ones, such as social and situational influences, culture, and subcultures. This text centres the lived experiences of today’s consumers, specifically, undergraduate students. The author has also made efforts to decentre whiteness and dominant culture perspectives wherever possible to ensure a broader and more accurate representation of diverse consumers. This OER contains content created by students from Kwantlen Polytechnic University and is best used alongside the Ancillary Resource Guide that contains several essays, case studies, assignments, and project outlines, and an accompanying multiple choice test bank.

Word Count: 106723

ISBN: 978-1-77420-116-9

(Note: This resource's metadata has been created automatically by reformatting and/or combining the information that the author initially provided as part of a bulk import process.)

Subject:
Business and Communication
Finance
Management
Marketing
Material Type:
Textbook
Provider:
BCcampus
Author:
Andrea Niosi
Date Added:
06/25/2021
Introduction to Consumer Behaviour Ancillary Resources
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Short Description:
A collection of ancillary resources created to accompany the Introduction to Consumer Behaviour open textbook. It includes essays, case studies, assignment and project ideas, and a test bank (which will be available September 2021).

Word Count: 21527

(Note: This resource's metadata has been created automatically by reformatting and/or combining the information that the author initially provided as part of a bulk import process.)

Subject:
Business and Communication
Finance
Management
Marketing
Material Type:
Textbook
Provider:
BCcampus
Author:
Andrea Niosi
Date Added:
06/25/2021
Introduction to Marketing II 2e (MKTG 2005)
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CC BY
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2nd EDITION

Short Description:
Part II of NSCC's Introduction to Marketing. Part 1: Introduction to Marketing I 2e (MKTG 1010). Designed to teach students the foundational principles of marketing in the digital age, this open textbook 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 OER readings, videos, simulations and other learning activities introduce students to the principles of marketing. Send an email to request access. Supplementary Teaching Resources Available.

Long Description:
This NSCC open textbook is adapted from the Lumen Learning openly licenced course Principles of Marketing. The textbook 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 OER readings, videos, simulations and other learning activities introduce students to the principles of marketing.

Word Count: 159000

ISBN: 978-1-990641-19-0

(Note: This resource's metadata has been created automatically by reformatting and/or combining the information that the author initially provided as part of a bulk import process.)

Subject:
Business and Communication
Management
Marketing
Material Type:
Textbook
Provider:
NSCC
Author:
Barb Powers
Deirdre Evans
Di Best
George Swaniker
Jules Fauteux
Lumen Learning
NSCC
Rankin MacMaster
Date Added:
08/01/2021