Principles of marketing/PMKT103/Course guide/Resources

Core textbooks

The learning materials for this micro-course are based on two core textbooks:

• Principles of Marketing, by Jeff Tanner and Mary Raymond, published by BCcampus OpenEd
• Core Concepts of Marketing, by John Burnett, published by Open Textbooks for Hong Kong

Both are open textbooks, i.e. they are published with a creative commons licence and are openly accessible without charge online. We provide links to relevant extracts from the books within the course materials, but you can also access the complete textbooks from the links above.

Suggestions for other useful resources

• Videos
  • Marketing Fundamentals - a series of eight YouTube videos by Brian K. McCarthy. Some of these are included in the learning materials, but you may find it helpful to work your way through the full set.
• Blogs about marketing
  • Oktopost blog, about social media
  • Seth Godin (marketing guru), about all things marketing
  • Buffer Social, digital marketing
  • 16 Top Marketing Blogs and Publications You Need To Be Following, from INC Magazine.