READING LIST 2014/2015 DIPLOMA IN PROFESSIONAL MARKETING

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1 READING LIST 2014/2015 DIPLOMA IN PROFESSIONAL MARKETING

2 RECOMMENDED SUPPORT MATERIALS DIPLOMA IN PROFESSIONAL MARKETING MANDATORY UNIT: STRATEGIC MARKETING (Driving (Digital units: Strategic + Mastering Metrics + Driving units: Strategic + Mastering Metrics + Digital Cravens, D.W. and Piercy, N. (2012) Strategic marketing. 10th. US, McGraw-Hill Aaker, D. and McLouglin, D. (2010) Strategic market management: global perspectives. Chichester, John Wiley Hooley, G., Nicoulaud, B. and Piercy, N. (2011) strategy and competitive positioning. 5th. Harlow, FT Prentice Hall Entrepreneurial marketing Digital 5th McDonald, M. and Wilson, H. (2011) plans: how to prepare them, how to use them. 7th. Chichester, John Wiley

3 DIPLOMA IN PROFESSIONAL MARKETING MANDATORY UNIT: MASTERING METRICS Blanchard, O. (2011) Social media ROI: managing and measuring social media efforts in your organization. Indianapolis, QUE (Driving (Digital Brea, C.A. (2012) Pragmalytics: practical approaches to marketing analytics in the digital age. iuniverse.com Farris, P.W., Bendle, N.T., Pfeifer, P.E. and Reibstein, D.J. (2010) metrics: the definitive guide to measuring marketing performance. 2nd. New Jersey, Pearson units: Strategic + Mastering Metrics + Driving Entrepreneurial marketing units: Strategic + Mastering Metrics + Digital Digital 5th Davis, J.A. (2013) Measuring marketing: 110+ key metrics every marketer. 2nd. Chichester, John Wiley Farris, P.W., Bendle, N.T., Pfeifer, P.E. and Reibstein, D.J. (2010) Key marketing metrics: The 50+ metrics every manager to know. Harlow, Pearson Henmann, C. and Burbary, K. (2013) Digital marketing analytics: making sense of consumer data in a digital world. Indianapolis, QUE Rowles, D. (2014) Digital branding: a complete step-bystep guide to strategy, tactics and measurement. London, Kogan Page

4 RECOMMENDED SUPPORT MATERIALS ELECTIVE UNIT: DIGITAL STRATEGY DIPLOMA IN PROFESSIONAL MARKETING ELECTIVE UNIT: DRIVING INNOVATION Chaffey, D. and Ellis-Chadwick, F. (2012) Digital marketing: strategy, implementation and practice. 5th. Harlow, Pearson Chaffey, D. and Smith, P.R. (2012) Emarketing excellence: planning and optimizing your digital marketing. 4th. Abingdon, Routledge Flores, L. (2013) How to measure digital marketing: metrics for assessing impact and designing success. Basingstoke, Palgrave Macmillan Kaufman, I and Horton, C. (2014) Digital marketing: integrating strategy and tactics with values. Abingdon, Routledge Richardson, N., James, J. and Kelley, N. (2015) Two futures of marketing: how to plan for growth using sustainable and digital marketing. London, Kogan Page (Published in March 2015) Ryan, D. (2014) Understanding digital marketing: marketing strategies for engaging the digital generation. 3rd. London, Kogan Page. Publishing (Digital units: Strategic + Mastering Metrics + Digital Digital 5th Nijssen, E.J. (2014) Entrepreneurial marketing: an effectual approach. Abingdon, Routledge Tidd, J. and Bessant, J. (2013) Managing innovation. 5th. Chichester, John Wiley Ahmed, P. and Shepherd, C. (2010) Innovation management: context, strategies, systems and processes. Harlow, FT Prentice Hall Bjerke, B. (2007) Understanding entrepreneurship. Cheltenham, Edward Elgar Publishing Blundel, R. and Lockett, N. (2011) Exploring entrepreneurship: practices and perspectives. Oxford, OUP Hayes, J. (2014) The theory and practice of change management. 4th. Basingstoke, Palgrave Macmillan Moore, G. (2014) Crossing the chasm: marketing and selling disruptive products to mainstream customers. 3rd. New York, Harper Business Ries, E. (2011) The lean startup: how constant innovation creates radically successful businesses. London, Portfolio Penguin Sethna, Z., Jones, R. and Harrigan, P. (2013) Entrepreneurial marketing: global perspectives. Bradford, Emerald (Driving units: Strategic + Mastering Metrics + Driving Entrepreneurial marketing

5 DIPLOMA IN PROFESSIONAL MARKETING SAVINGS ON STUDY PACKS (Digital (Driving Strategic + Mastering Metrics Elective Unit: Digital Strategy Measuring marketing: 110+ key metrics every marketer Digital 5th Strategic + Mastering Metrics Elective Unit: Driving Innovation Measuring marketing: 110+ key metrics every marketer Entrepreneurial marketing

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