University of Michigan / Books and Course Materials

MKT 352 Marketing Principles and Policies

• Greval & Levy – Marketing (4th ed). Link (Amazon)
• Social Media Marketing: Li & Bernoff – Groundswell (Amazon)
• Selected Readings for MKT 352
  • What you need to know about segmentation
  • Harnessing the Power of the Oh-So-Social Web
  • Don’t Settle for Being an “-er Brand”
• Downloads via University of Michigan Canvas (e-learning system)

 

MKT 455 E-Tailing & Retailing

• Westerman et al: Leading Digital
• Business Model Generation
• Case Studies: Amazon, POS Technologies, RFID, POS Analytics
• Downloads via University of Michigan Canvas (e-learning system)

 

MKT 463 – Digital Analytics and Content Marketing

• Case Studies on Social Media Strategy
• Readings
• no textbook
• Focus: WordPress Project
• Downloads via University of Michigan Canvas (e-learning system)

 

 

In-house / Trainings

• Download links & passwords available on request

 

Outside-class recommendations

• Register for the Social Media Examiner Newsletter and read their newsletters, and listen to their podcasts
• Read AdAge and MarketingNews
• Get familiar with Excel, SPSS, and PowerPoint