About This Course

Designed to teach students the foundational principles of marketing in the digital age, this course 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. Unlike some marketing texts that treat digital marketing as an add-on, these course materials incorporate the use of data, digital communications and digital marketing strategies throughout the course, reflecting modern marketing in practice.


This book has benefited from the contributions of many people, including Lynn Addison, Katherine Bray, Kimberly Bretzman, Hernadi Budisantoso, Nate Cottrell, Sean Cullen, Christian David, Colby Dutton, Breana Fallon, Rebecca Glauner, Howard Ha, Georgia Kleinwolterink, Michael Kovens, Kerrin Kröger, Leanne Marchand, Breanne Miller, Philip Noynosoudachanh, John Panou, Javier Sergio Pedroza, Aaron Reyes, Erik Robinson, Ryan Seiler, Jennie Smith, Jami Stevens, Nyx Storm, Emma Suris, Sharon Weis, and Hailey Williams.

About Lumen

Lumen Learning courseware is based on open educational resources (OER). When we can find well designed, effective OER that are appropriately licensed, we use them in our courseware. When we can’t find pre-existing OER, we create original content and license it as OER (under a Creative Commons Attribution license).

Lumen’s authoring process doesn’t end when our courseware is released. Our choice to adopt open educational resources means that we have the copyright permissions necessary to engage in continuous improvement of our learning content. Consequently, our courses are continually being revised and updated. Errata reported for our courseware are fixed in a matter of days, as opposed to the traditional model in which errors persist until the next “edition” is printed (often a year or more). Students and faculty can suggest improvements to our courses directly from within the courseware as they use it. And we conduct regular analyses to determine where students are struggling the most in our courseware, and make improvements that specifically target these areas.

Given our unique approach, our list of authors and other contributors may look different than the lists you are used to seeing. We provide both a list of the primary content authors (the people involved in the initial creation of the course) and a list of everyone who has contributed suggestions and other improvements to the course since it was first released. We invite you to join us as we create courseware that supports student learning more effectively each semester.

If you’d like to connect with us to learn more about adopting this course, please Contact Us.

You can also make an appointment to connect virtually with a live Lumen expert during OER Office Hours to discuss any question you may have.