Marketing

This course explores the principles of modern marketing in an AI-driven world. Students will learn how marketers create customer value, make strategic choices, build strong brands, and lead with sound judgment as technology reshapes the discipline. Through real-world examples and case studies, the course emphasizes both the enduring foundations of marketing and the new opportunities and challenges created by artificial intelligence.

Everyone markets something—a product, a company, a cause, a résumé, an idea in a meeting. Applied Marketing gives readers the skills to do it well, starting from one conviction: the customer comes first, and the customer gets to decide. Drawing on years of industry experience and real-world examples from brands that got it right (and a few that didn’t), this book explains why people decide emotionally and justify rationally, why a brand is really a customer’s expectation of experience, and how trust, story, and data turn attention into lasting loyalty. Each chapter moves quickly from idea to action, with hands-on exercises that build the habits working marketers rely on, from mapping the customer journey to reading data like a detective. Students will want to keep this book long after the course ends. Professionals will find a practical manual worth returning to. And readers from any field will come away seeing marketing for what it is: the work of understanding people, and one of the most valuable skills a career can have.

Ready to join the most exciting industry in marketing? Whether you’re a student with big dreams, a professional looking to break into sports, or an athlete wanting to understand the business side of your world, this isn’t just another textbook; it’s your personal playbook to success. These pages are packed with game-changing strategies from industry trailblazers who’ve turned conventional marketing upside down and created unforgettable fan experiences. This isn’t about dry theory. It’s about the passion, loyalty, and emotional connections that make sports marketing unlike anything else. From building brands that inspire fierce devotion to creating sponsorships people actually talk about, you’ll be guided through every play you need to make your mark in this thrilling field.

This resource teaches students to build a strong marketing strategy skillset by pairing time-tested frameworks with AI as a creative and strategic partner. Across seven chapters, students identify opportunities and threats, understand consumers and segments, build a vision, create value, measure performance, and learn when to pivot. Each chapter features a "Do Marketing with AI" activity where students use AI to mine trends, run SWOT analyses, build buyer personas, pressure-test positioning, calculate breakeven and ROI, and simulate pivots, strengthening their strategic thinking rather than replacing it.

Negotiation is a fundamental way of advocating for your interests and managing conflict in organizations. This resource presents a comprehensive view of negotiation as a form of conflict management and provides strategies, techniques, skills, disciplines, and frameworks for negotiating successfully.

Selling is essential to the human experience, though it is perhaps the most misunderstood activity in the business world. This resource strives to restore order to the honorable profession and skill of selling by introducing students to the Griffin Hill Integrity Sales System. Based on decades of rigorous research and practice, this system combines the art and science of selling and human performance achievement to reveal the secrets of the top 1% of sales professionals.

Social media marketing is now an essential aspect of digital marketing, helping businesses reach the right consumers, at the right time, with the right message. The resource provides an opportunity for students to examine social networks, social media, and online advertising techniques and learn critical skills for engaging with audiences on social media.

Improving search engine optimization is a powerful way to increase website traffic and conversions, improve the customer experience, and gain a competitive edge. This course provides an overview of tools and concepts used in search engine optimization, including website architecture design, search engine visibility, web analytics tools, keyword search performance, and mobile optimization.

This resource provides an overview of web analytics and diagnostic tools used to collect and analyze marketing data. Students will examine methods used to improve market penetration, brand recognition, customer loyalty, and overall marketing performance.

Marketing plays a critical role in a firm’s survival and growth by enabling the firm to create and deliver value to its customers. In this resource, students will learn the fundamentals of marketing strategy, marketing research and analytics, and product and brand management in the context of traditional marketing as well as social media marketing and marketing for start-up companies.

Selling fuels our economy, and sales leadership matters because it is a primary driver of economic success. The quality of leadership has a significant impact on the success of any given sales team. This resource applies the principles of leadership to a selling environment and provides a framework for practical application using the Griffin Hill Integrity Sales System. It is not enough to discuss the principles of leadership—this textbook will empower leaders to act.

Advertisers today must understand their consumers’ buying behaviors and media use better than ever before and modify their creative strategies to stay relevant. In this resource, students will learn how to gather insights, develop an effective advertising strategy, and create exciting, memorable ads that move people to make a purchase.

Consumer behavior is the study of why and how consumers buy the products and services they consume. In this resource, students will analyze internal and external influences on consumer behavior, decision-making processes, and customer loyalty.

Artificial intelligence, marketing automation, and digital marketing tools help marketers reach consumers more effectively than ever before. There’s a lot to understand in this new, high-tech environment, and this book is designed to help students make sense of digital marketing innovation to create a blueprint for developing and executing successful marketing plans in this digital-first world.

This resource guides the student of professional sales in advanced selling strategy. It explores the science of persuasion and the practical art of selling to move students from knowing the what of the sales process and plays to understanding why it works. Students will grow their sales proficiency by enhancing their ability to craft, choose, and execute plays.