Vanderbilt business school professor breaks tradition with MM, ‘textbook’ for digitally connected students

A new marketing textbook by Vanderbilt professor Dawn Iacobucci launched this semester is among the first graduate level texts to utilize digital tools to enhance learning, according to the publisher, 4LTR Press.

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Vanderbilt University
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Oct 26, 2009

A new marketing textbook by Vanderbilt professor Dawn Iacobucci launched this semester is among the first graduate level texts to utilize digital tools to enhance learning, according to the publisher, 4LTR Press.

Punctuating the text of MM are web-based quizzes, interactive reviews, PowerPoint presentations and videos of real-world marketing planning sessions.

“Today’s graduate students represent the first generation in history to be fully plugged into the digital revolution,” said Iacobucci, E. Bronson Ingram Professor in Marketing at Vanderbilt’s Owen Graduate School of Management.

“MM seeks to teach marketing in the context of the digital world into which marketing has evolved,” she said. “We need to reach students with tools that speak to their experiences and interests. This will better facilitate learning in the classroom, but, more importantly, will give them an education that has true application in the real world.”  

Among the real-world business scenarios included in the book are Amazon.com as a distribution channel, IKEA customer expectations in the U.S. vs. Europe, and consumer demand for HDTV programming. 

“MM represents a radical and needed change in the way marketing is being taught at the graduate business school level,” said Owen School Dean Jim Bradford. “It will help ensure that tomorrow’s marketers are grounded in sound science as it relates to the seismic changes in the marketplace – and the unknowns of what lies ahead.”  

MM is the first graduate-level textbook in the 4LTR Press series from Cengage Learning.

Iacobucci, associate dean for faculty development at the Owen School, is the author of Mediation Analysis (Sage) and co-author of Marketing Research: Methodological Foundations (Cengage). MM provides the base for her classes in Marketing Management and Marketing Strategy for Executive MBA students. Additional information and a student demo of MM may be found at http://4ltrpress.com/mm/.

Vanderbilt Owen Graduate School of Management is ranked as a top institution by BusinessWeek, the Wall Street Journal, U.S. News & World Report, Financial Times and Forbes. For more information about Owen, visit www.owen.vanderbilt.edu.