Marketing Education
As a faculty member, I've been contributing to two undergraduate marketing courses :
Principles of Marketing: An introductory course that provides a foundational understanding of marketing.
Marketing Research: An in-depth course about conducting research that has implications for businesses, public policymakers, consumers and other relevant stakeholders
To broaden access to marketing education, me and my colleagues developed some resources. These include an open-education textbook on marketing and an introductory document on marketing metrics.
Principles of Marketing
Why we wrote this book: Introductory marketing courses are often a prerequisite for all business majors and also attracts students from various disciplines. Recognizing the need for accessible resources, my co-authors, Anthony Francescucci and Joanne McNeish, and I sought to create a textbook that would support such courses while being freely available.
With the support of the Toronto Metropolitan University Libraries and the Ted Rogers School of Management (TRSM) Open Educational Resources (OER) Partnership Grant, we developed this marketing textbook. It is now used in the introductory marketing course at TRSM, benefiting approximately 3,000 undergraduate students annually.
Marketing Metrics
Why I wrote this guide: A fundamental responsibility of marketers is to quantify their impact. So, it is important for marketing students to get to know the metrics that matter to businesses.
To address this need, I wrote a guide that explains both the 'why' and the 'how' of introductory metrics concepts important for marketers and businesses. This guide has been integrated into the the introductory marketing course at TRSM, providing insights to approximately 3,000 undergraduate students each year.