LibGuides: MKT-7022 v2: Week 4 Resources

Week 4 Resources

Marketing Metrics

Bendle, N., Farris, P., Pfeifer, P., & Reibstein, D. (2020). Marketing metrics (4th ed.). Pearson.

Read Chapter 7, Channel Management.
Access the book in the Getting Started module within your course.

MKT-7022 Week 4 Assignment Template
National University. (2020). MKT-7022 Week 4 assignment template [Word file]. Author.
Use this template to complete this week’s assignment, part 1 of your signature assignment. You will then build upon this for Week 7.

The Attention Economy and How Media Works: Simple Truths for Marketers
Nelson-Field, K. (2020). The attention economy and how media works: Simple truths for marketers. Palgrave Macmillan.
Read Chapter 1, State of Play.
The Engagement Economy: How Gamification is Reshaping Businesses
Palmer, D., Lunceford, S., & Patton, A. J. (n.d.). The engagement economy: how gamification is reshaping businesses. Deloitte Insights.
We’re Building a Dystopia Just to Make People Click on Ads
Tufekci, Z. (2017, September). We're building a dystopia just to make people click on ads [Video file]. TEDGlobal>NYC.