LibGuides: MKT454 v1: Module 1

Module 1 Required Resources

Textbooks

Greenlaw, S. A., Shapiro, D., & MacDonald, D. (2023). Principles of economics (3e). OpenStax. https://openstax.org/books/principles-economics-3e/pages/1-introduction

Chapter 3 Demand and Supply
Chapter 5 Elasticity
The learner should review these chapters to understand demand and demand elasticity, respectively.

Gomez Albrecht, M., Green, M., & Hoffman, L. (2023). Principles of marketing. Rice University. https://openstax.org/details/books/principles-marketing

Chapter 12.3 The Five-Step Procedure for Establishing Pricing Policy
The learner should review this section to understand demand and its role in developing pricing.

Module 1 Optional Resources

Videos

Supply and Demand in 8 Minutes
Clifford, J. (2021, August 23). Supply and demand in 8 minutes [Video]. YouTube. https://youtu.be/kIFBaaPJUO0?si=8fZ1KVUQStZf7t0o

This video provides an overview of supply and demand.
Introduction to Price Elasticity of Demand | APⓇ Microeconomics |
Khan Academy. (2018, November 15) Introduction to price elasticity of demand | APⓇ Microeconomics | Khan Academy [Video]. YouTube. https://youtu.be/FBWJYH8DZ1g?si=Y93FMFdFdH1SfWaF

This video provides an overview of price elasticity of demand.