Principles of Marketing Textbook

Principles of Marketing Textbook

Students Build a Strong Foundation and Understanding of the Principles of Marketing Methods and Steps for Student Job Success

Our Principles of Marketing Digital Textbook title is a good place to start laying the foundations with your curriculum. The Principles of Marketing textbook provides students with an up-to-date perspective on the core foundations of marketing. Through this textbook, students will explore a wide range of marketing principles, including buyer personas, value propositions, brand identity, KPIs, strategy, pricing, revenue modeling, market research, trends, P's and C's and more.

In addition to our teacher manuals that provide minute-by-minute lesson plans and handy post it notes built right into the textbook, we provide a slick online teacher training online platform that makes it easy for instructors to deliver the digital marketing fundamentals content. We have hundreds of instructor tutorial videos, chapter-by-chapter PowerPoint decks, and supplemental material that will give you the flexibility to run your class between 40-50 hours in length.

While each title of our content can be a great starting point for any course offering that you may be putting together, the principles of marketing is not a requirement. Having said that, many of our customers do start here because it's an excellent introduction for students and aspiring marketing and digital marketing professionals who want to learn about key baseline industry language comprehension and an overview of project planning methods used in this exciting industry including:

Marketing Fundamentals

  • Basic principles of marketing
  • Importance of channel mix
  • Marketing environment

Opportunities and Customers

  • Tools and strategies
  • Building connections
  • Customer journey

Products and Services

  • Importance of products
  • Features and benefits
  • Process and lifecycle

Purchase / Brand Experience

  • Importance of brand identity
  • Elements of brand
  • Tools and strategies

Strategies and Process

  • Key elements of strategy
  • Launch and manage campaigns
  • Online and offline

Price and Value

  • Pricing strategies
  • Revenue modeling
  • Build value

Growth and Scalability

  • Manage and scale growth
  • Delegation of tasks
  • Managing workflow

Analysis and Optimization

  • Role of big data
  • Optimizing data for campaigns
  • Analytics reporting

Principles of Marketing Fundamentals  covers all this and more, but it doesn’t just present and define terminology. Instead, POM demonstrates how these concepts are integral to the best practices that are at work within the marketing industry every day. The teacher edition and training platform of this digital textbook also incorporates communicative activities, projects, and assessment tools that will help students, teachers, and professionals alike to gauge their progress and comprehension of the materials.

Teacher Training Cloud Courseware

  • Our Soft-Copy Printed or Digital Teacher Manuals are identical versions of our student textbooks with the same look and feel and come with a built-in overlay of:
    • Minute-by-minute lesson plans
    • Convenient post-it notes throughout the content to give the instructor more guidance
    • Assignments
    • Quizzes with answer keys
    • Midterms and final exams


  • Our Teacher Training Cloud Platform provides:
    • Chapter-by-chapter instructional video tutorials
    • Individual chapter PowerPoints
    • Supplemental content to extend the hours of your course
    • Certificate of instructor completion
    • Digital midterm and final exams
    • Learn more about our teacher training cloud here

Chat with us now, or call 1.888.536.6856 to speak to a curriculum adviser