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Foundations in Digital Marketing
Rochelle Grayson · BCcampus · 2023
Foundations in Digital Marketing is a textbook intended to introduce marketing students to the world of digital marketing. The book covers fundamental frameworks, practical applications, and online tools that can all be applied to build and execute a cohesive and engaging digital marketing strategy. The book covers the fundamental aspects of digital marketing, including areas such as: visual storytelling, design principles and frameworks, search engine optimization and marketing, website and landing page optimization, content marketing, content creation tools and technologies, paid advertising, social media marketing, mobile marketing, email marketing, attribution, conversion rate optimization, data and marketing analytics, and the future of digital marketing. The book also features chapter learning objectives, videos, summaries, interactive learning activities, and discussion points, as well as recommended industry certifications and online resources to augment the textbook.
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Mastering Strategic Management
University of Minnesota Libraries Publishing · 2015
Teaching the strategic management course can be a challenge for many professors. In most business schools, strategic management is a “capstone” course that requires students to draw on insights from various functional courses they have completed (such as marketing, finance, and accounting) in order to understand how top executives make the strategic decisions that drive whether organizations succeed or fail. Although students have taken these functional courses, many students have very little experience with major organizational choices. It is this inexperience that can undermine many students’ engagement in the course. For questions about this textbook please contact textbookuse@umn.edu
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Public Administration: The Essentials
Jayme Renfro · University of Northern Iowa · 2023
Public Administration: The Essentials provides students with the conceptual foundation they need for an introduction to the field of public administration. This OER textbook covers the most critical issues in the field through the use of classic texts and theory as well as through modern examples.
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Workplace Software and Skills
Tammie Bolling; Angela Mitchell; Tanya Scott; Nyrobi Wheeler · OpenStax · 2023
Workplace Software and Skills is designed to flexibly support a range of courses covering computer literacy, Microsoft Office, and Google Suite applications. The textbook covers both hard and soft skills that are applicable to a broad range of academic majors and careers. Chapters combine studio learning and guided practice with scaffolded activities designed to reinforce a student’s ability to perform higher-order tasks independently. Workplace Software and Skills leverages complementary product features in spreadsheet, word processing, presentation, and similar applications. Modules are designed for maximum flexibility by including both Microsoft Office Suite and Google Suite applications, in order to best reflect the skills needed for today’s workforce. Authentic activities and real-world contexts develop a cumulative and thorough understanding, which reinforces the importance of cross-platform proficiency. Highly visible features also note Apple/Mac functions as needed.
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Introduction to Apparel Production Workbook
Laurie Apple · University of Arkansas · 2023
Welcome to Introduction to Apparel Production. Whether you are part of the college class or learning on your own, you will gain important concepts and techniques in beginning apparel production. This workbook is to accompany the activities through in person teaching or online learning. There will be graphics and videos to help guide you through each step of this workbook. There are 6 learning units and a sewing projects unit in this workbook. The sewing projects unit contains 4 projects: tote bag, skirt, shirt and pants. The pattern numbers may change due to the availability of patterns.
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Creating a circular healthcare economy: Sustainable strategies for a circular healthcare
Bart van Straten; Letizia Alvino; Tim Horeman · TU Delft Open · 2023
Our world is the only planet, as far as we know, which harbors life. The number of humans on our planet has grown tremendously in recent centuries. In 1800 one billion humans occupied our earth; on 15 November 2022, this number reached 8 billion. A result of this growth, the emissions of carbon dioxide (CO2), the primary greenhouse gas emitted by human activities, drastically increased. The increased concentrations of greenhouse gases in our atmosphere foster the long-term increase of our earth’s temperatures, also referred to as global warming. While the earth’s population grew, so did our mass consumption society. After the Second World War humanity witnessed gigantic global economic development with great technological improvements. Computers, laptops, airplanes, tablets and Internet of Things connected humans all over the world. The hunger for plastics and steel grew as all products had to be manufactured in ever-increasing volumes. As the economy developed, our consumption grew apace. The healthcare sector has seen the same increase of consumption. The number of patients grew, and so did the number of single-use medical products. As products become more complex and more different materials were combined., recycling became more difficult. Thus, hospitals transformed into waste factories with ever-growing waste streams. The consumption of (disposable) medical devices takes up scarce raw materials and contributes to the growing CO2 emissions. In this book, Van Straten, Alvino and Horeman present their findings on how to create a sustainable healthcare economy by introducing different circular strategies. In 9 chapters, they present a wide variation of studies as practical cases to show what strategies and actions can be taken in order to implement sustainable strategies for a circular healthcare. This book was written in line with the courses the authors developed at TU Extension School, the open online education edX platform of Delft University of Technology/TU D
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Strategic Management
John Morris · Oregon State University · 2020
This open source textbook is derived from many sources, initially from the Principles of Management by Carpenter, Bauer, and Erdogan, but there is abundant new content as well. It is published under a Creative Commons license and as such there is no charge ever for this textbook. The most important change from 1e is that static content was removed to make room for student-generated dynamic content. Throughout the book look for the names of contributing students in the red colored example boxes. As the term progresses, you will see new examples appear as fellow students research and summarize topics for current events, all are curated by the instructor.
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Equilibrium Displacement Models: Theory, Applications, & Policy Analysis
Gary Brester; Joseph Atwood; Michael Boland · University of Minnesota Libraries Publishing · 2023
Applied economists frequently use equilibrium displacement models (EDMs), also termed linear elasticity models, for policy analyses because they can be used to estimate changes in prices and quantities that result from exogenous economic or policy shocks. These models are also widely used to estimate changes in producer and consumer surplus caused by exogenous economic shocks and to quantify the short- and long-term impacts of a variety of economic and regulatory actions across multiple markets. For the first time, a textbook that contains all of the theory and applications of EDMs along with a set of spreadsheet files is available in one place.
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Crawford Automation – A Guided Application of Structured Problem Solving
Stephen Thomson; Kevin Hollis; Laurie Turnbull · eCampusOntario · 2023
This is a multimedia-enabled case in which students will be guided, by an industry expert, to apply structured problem-solving that addresses a typical supply chain problem, missing parts. What first appears as the issue may be a symptom of a root cause(s). The case utilizes videos, data files for analytics, audio recording, and videogame-style exercises to find the missing box of parts. The case is a collaboration between the Conestoga Centre for Supply Chain Innovation and ATS Automation and utilizes the ATS Business Model (ABM) approach to identifying and solving root causes. The case can be used in any Continuous Improvement course or program for either Business or Engineering students.
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Sustainable Property Management
Erin Hopkins · Virginia Tech Publishing · 2023
Although “sustainability,” as used in the real estate context, is about preserving the environment, it is about more than that. In sustainable property management, sustainability encompasses three spheres—environmental, social, and economic. Sustainable property management is about reconciling these three spheres throughout the operations and maintenance phase of the building lifecycle in such a way that a balance is achieved between economic development and protection of environmental and social resources. This textbook explains how ecologically sustainable concepts may be implemented throughout the various property management operation functions while also considering the other spheres of sustainability. It also incorporates the theme of sustainable building practices as a human science as well as a building science by highlighting motivations and impacts to various stakeholders. The author draws on various industry examples to illustrate these concepts and provides many experiential activities for students to apply these concepts. Sustainable Property Management is intended for students majoring in property management and real estate at both the undergraduate and graduate levels. It can be incorporated into an existing property management operations course or used for a stand-alone course focused on sustainable property management. It is available online for free in multiple formats and also as an affordable print edition. Are you reviewing or adopting this book for a course? Please help us understand your use by completing this form https://bit.ly/interest_sustainable_property_management.
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Advanced Macroeconomics: An Easy Guide
Filipe Campante; Federico Sturzenegger; Andrés Velasco · LSE Press · 2021
Macroeconomic policy is one of the most important policy domains, and the tools of macroeconomics are among the most valuable for policy makers. Yet there has been, up to now, a wide gulf between the level at which macroeconomics is taught at the undergraduate level and the level at which it is practiced. At the same time, doctoral-level textbooks are usually not targeted at a policy audience, making advanced macroeconomics less accessible to current and aspiring practitioners. This book, born out of the Masters course the authors taught for many years at the Harvard Kennedy School, fills this gap. It introduces the tools of dynamic optimization in the context of economic growth, and then applies them to a wide range of policy questions – ranging from pensions, consumption, investment and finance, to the most recent developments in fiscal and monetary policy. It does so with the requisite rigor, but also with a light touch, and an unyielding focus on their application to policy-making, as befits the authors’ own practical experience. Advanced Macroeconomics: An Easy Guide is bound to become a great resource for graduate and advanced undergraduate students, and practitioners alike.
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Introduction to the Nonprofit Sector
Dyana Mason · Open Oregon Educational Resources · 2022
Nonprofit organizations are on the front lines in communities, providing an important foundation for the social safety net in the United States and around the world. They also provide places where people can gather, share ideas and build community. They often accomplish amazing feats with few resources. This book was designed to be used in an undergraduate-level introductory course in the nonprofit sector. It provides an overview of the vocabulary used in defining the work of nonprofit organizations, topics of interest to nonprofit managers, and describes the primary roles nonprofits play in American (and to a lesser extent international) communities. The book also considers the growing numbers and influence of social enterprises and other “social innovation” organizations. Throughout, it brings in leading themes of accountability, ethics and obligations facing many nonprofit organizations as they go about their work – challenges that should be well understood by anyone interested in becoming a leader in the nonprofit sector.
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The Path to Funding: The Artist’s Guide to Building Your Audience, Generating Income, and Realizing Career Sustainability
Zane Forshee; Christina Manceor; Robin McGinness · The Peabody Institute of The Johns Hopkins University · 2022
Based on coursework developed at Peabody Conservatory, this book breaks down the process of developing an artist mission statement, generating new ideas for creative projects, and creating an engaging project description. It also covers methods for artists to identify their audience, generate a comprehensive project budget, collect compelling work samples, and identify potential funders to support their creative work. Written by a team of active artists and educators, this resource provides creatives with tools and strategies to communicate passionately and effectively about their work and take control of their financial and artistic future.
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Project Management: Navigating the Complexity with a Systematic Approach
Abdullah Oguz · MSL Academic Endeavors · 2025
The world has become more complicated with the introduction and development of new technologies and methods, and novel risks such as Covid-19 pandemic. Competition has been tougher than it used to be. Organizations strive to keep up with the changes in the internal and external environment. In the light of unprecedented changes, project managers must be prepared in response to the demands from their organizations and key stakeholders like clients, customers and government agencies. This book covers the fundamentals of project management, and aims to guide undergraduate and graduate students to acquire the building blocks of project management. This book also includes Microsoft Project tutorials for project scope, schedule, resources, and cost, and monitoring and controlling.
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Policy Analysis of Multi-Actor System
Ben Enserink; Pieter Bots; Els van Daalen · TU Delft Open · 2022
Policy of Multi-Actor Systems is an introduction into the art of craft of problem exploration and problem structuring. It positions policy analysis as a scientific discipline focused on systems analysis in a multi-actor context to support better informed decision-making. The approach presented in this book is considered to be the cornerstone of the curricula of the Faculty of Technology, Policy and Management of Delft University of Technology and underlies the research on (the governance of) socio-technical systems. Systems thinking applied in a multi-actor environment and its inherent multi-disciplinary character is what makes this work stand out from traditional hard- and soft systems approaches. The core of the book is dedicated to systems analysis, actor- or stakeholder-analysis and discusses methods for dealing with uncertainty. These analytical activities combined lead to a rich problem description and to plans for further research. Due to the stepwise approach this book serves as a basis for any problem analysis both for our bachelor and master students, our alumni worldwide and any interested practitioners.
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Customer Centric Strategy
Kerri Shields · eCampusOntario · 2024
Customer centricity is about organizational transformation making the customer the focus for business decisions, processes, product development, services, and procedures. Some companies purport to be customer centric but they fall short in connecting this concept throughout all functional areas of the business. While it is important to offer superb customer service, being customer centric is far more than that. It's about mapping the customer journey to discover customer needs and wants, what's working and what is not, then taking action to improve the customer experience. Customer loyalty is built through providing exceptional customer experiences. This in turn increases revenues through positive company image, referrals, and increased customer lifetime value. Most organizations today realize that they must focus on the customer to remain competitive.
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Digital Marketing Strategy
Pierre-Yann Dolbec · Concordia University Open Textbooks · 2021
The Internet has transformed how businesses conduct their activities and how consumers go about buying products. This textbook aims to provide a way of conceptualizing how to do marketing online and a strategic framework to do so.
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Introduction to Entrepreneurship
Katherine Carpenter · Kwantlen Polytechnic University · 2021
Learn about entrepreneurship and what makes entrepreneurs successful, all while developing your entrepreneurial skills.
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Liquidity, Markets and Trading in Action
Deniz Ozenbas ; Michael Pagano; Robert Schwartz ; Bruce Weber · Springer · 2022
This open access book addresses four standard business school subjects: microeconomics, macroeconomics, finance and information systems as they relate to trading, liquidity, and market structure. It provides a detailed examination of the impact of trading costs and other impediments of trading that the authors call “frictions”. It also presents an interactive simulation model of equity market trading, TraderEx, that enables students to implement trading decisions in different market scenarios and structures. Addressing these topics shines a bright light on how a real-world financial market operates, and the simulation provides students with an experiential learning opportunity that is informative and fun. Each of the chapters is designed so that it can be used as a stand-alone module in an existing economics, finance, or information science course. Instructor resources such as discussion questions, Powerpoint slides and TraderEx exercises are available online.
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Visuals for influence: in project management and beyond
Bronte van der Hoorn · University of Southern Queensland · 2021
‘Visuals for influence: in project management and beyond’ is a practical guide with 24 visuals to download, adapt and deploy to engage your stakeholders. This practical guide will build your confidence and practical skills to quickly and effectively leverage the benefits of visuals to maximise your influence.