LibGuides: MKT462 v1: Module 1

Required Readings

Strategic Brand Management by Kevin Keller; Vanitha Swaminathan
ISBN: 9780134892498

Publication Date: 2019-01-01

Keller, K. and Swaminathan, V. (2020). Strategic brand management: Building, measuring, and managing brand equity. Pearson.

Read chapters 1, 2 and 3.

8 Ways AI Will Change the Future of Marketing in 2023
"8 Ways AI Will Change the Future of Marketing in 2023." (n.d.). Engati. https://www.engati.com/blog/8-ways-ai-will-change-the-future-of-marketing

How to Create Great Digital Marketing Content
Digital Marketing Institute. (n.d.). "How to create great digital marketing content." Digital Marketing Resource Hub. https://digitalmarketinginstitute.com/resources/ebooks/how-to-create-great-digital-marketing-content
Why is Branding Important?
Digital Marketing Resource Hub. (n.d.). "Why is branding important?" https://digitalmarketinginstitute.com/resources/podcasts/podcast-069-why-is-branding-important-jasonbyer-crowdspring