Marketing professors create digital learning resources for international publishing house – FE News

A team of marketing faculty from Leeds Trinity University help shape the curriculum by developing a set of modern learning resources for global use.

Leeds Trinity staff Gaynor Cross and Dr Pietro Frigenti have collaborated with international publishing company McGraw Hill to create a series of eight digital appendices that complement an established marketing handbook.

Principles and Practice of Marketing by David Jobber and Fiona Ellis-Chadwick, now in its ninth edition, is a renowned introductory textbook used by Level 4 marketing students at Leeds Trinity and thousands of their peers around the world.

The new appendices bring together topic overviews, case studies and teaching notes covering a range of digital marketing principles that reflect modern practice.

The case studies provide practical information on marketing approaches used by national and international organizations and companies, including Cancer Research UK, the British Museum and Eurostar.

Additionally, assessments have been created in the form of multiple-choice questions, allowing teachers to assign tasks and check their students’ learning.

The new resources are delivered through McGraw Hill’s Connect platform, an online resource that integrates ready-to-use course content with assessment and teaching tools.

Gaynor Cross, senior lecturer in marketing at Leeds Trinity University, said:

“Pietro and I were thrilled to research and write new content to support such a renowned manual.

“As experienced academics, we understand the importance of up-to-date, high-quality content to support marketing and digital marketing courses. We hope that many students will benefit from working on interesting and challenging case studies based on real life scenarios from various industries and sizes of organizations. Tutors can also use discussion questions in tutorials and test student knowledge using the extensive bank of new multiple-choice questions.

“The content will give students a foundation in key digital marketing topics and prepare them for more specialized modules or roles in the industry.”

International publishing house, McGraw Hill said:

“In a rapidly changing field, it’s important to keep our resources up to date – and the rise of online and blended learning gives us the opportunity to provide our customers with new content that meets their needs between paper and eBook editions. We were delighted to work with Gaynor Cross and Dr. Pietro Frigenti, bringing their specialist digital marketing knowledge to write additional material for our flagship title Introductory Marketing, Principles and Practice of Marketing by David Jobber and Fiona Ellis-Chadwick ahead of the 10th edition scheduled for next year.

“Gaynor and Pietro have created eight brilliant new appendices covering topics such as digital analytics, omnichannel marketing and user-generated content, bringing together topic overviews, case studies and teaching notes that will be available via Connect, with associated discussion and multiple-choice questions.

“In addition to a brand new chapter from co-author Fiona on Environment, Sustainable Marketing and Society, we are delighted to be able to provide our loyal customers with these updates so they can be sure that they cover important new and emerging marketing issues alongside more established theory and practice.

Read more about Leeds Trinity Marketing and Digital Marketing courses on the website.

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