Reference no: EM131704554

Assignment:

Compare (Traditional and digital) marketing for insurance company vs. college textbook companies (traditional bookstore vs. digital textbook).

In what ways are they similar, and what factors might have the greatest impact on integrating digital marketing?
Please read the following before writing the paper: you are comparing Insurance Company marketing you the writing below

The digital textbook market has evolved in recent years. The trends now allow us to use courses with open resources which means your book price is added into your tuition and includes access to your digital textbook that is built into your online class. There is no need for access codes when you enter your online class the first time or waiting in long bookstore lines.

There is also no financial aid issue as this is a one fee covers all for the course. These open resources are cost effective, improve efficiency in the classroom and with many college bookstores, including ours, the student has the option to order a print copy to use for a very small fee.

Most of the print copies are less than $20. The University of Maryland converted to a digital textbook only campus in the fall 2015 semester. (Mulhere, 2015) The marketing of these materials to faculty is increasing across all universities and colleges, here in the U.S. and abroad.

There is a great need to develop more open resource materials for classes and grants are being established to help achieve this goal. (Mulhere, 2015) Studies have indicated that having open resources in online classes has improved student satisfaction and eliminated some semester start-up anxiety. Awareness about these open resources for faculty is growing in the college setting and has peaked interest to many. (Mulhere, 2015)

The competitive advantage of using open resources in college classes reduces costs to the students as well as reducing delays in textbook orders or other access code issues. There is also a level of trust and quality built into the assurance of the textbook material being in place on day one of the semester. At this time, these open resources are reported to be a remarkable improvement to students and faculty as well as creating a technological resource to accommodate the course and serve as a study tool. (Dawar, 2013)

The traditional bookstore team and the open resources must collaborate in order to aid student success. The bookstore is still needed on campuses and will be useful in ordering print copies for students, if necessary.

The digital components of the textbooks must align to the traditional course delivery and be well designed to meet outcomes for students in order to build a pathway to a career. We need some traditional course delivery as well as some digital components to keep our classes interesting and provide current trends in business and technology. (Gould, 2014)

Requirement:

1. Two Page, double spaced, 12 point font Times New Roman, APA 6th edition format and APA citation rules, written in complete sentences and essay form

2. Reference page with in-text/parenthetical citations in the body

3. Graduate level academic scholarly writing.

4. At least 2 references in APA format.