-
Marketing Strategy in the Age of AI
Mary C. Martin
Marketing Strategy in the Age of AI is an Open Educational Resource designed to help students master foundational marketing strategy while understanding how artificial intelligence is reshaping marketing practice. The textbook emphasizes core strategic thinking and positions AI as a tool that enhances, rather than replaces, human judgment and decision-making. The book covers key areas of marketing strategy across the marketing mix, including environmental analysis, market research, product development, pricing, distribution, and promotion. Each chapter introduces established marketing frameworks and then explores how AI-driven tools and data improve insight, speed, and effectiveness in real-world marketing decisions. Examples and cases highlight both the opportunities and risks of AI, including ethical concerns, bias, transparency, and customer trust. The text concludes with a dedicated chapter on ethics, empathy, and keeping marketing human in an AI-driven environment. Two appendices support experiential learning by introducing hands-on AI tools and guiding students in building an AI-ready marketing portfolio. Written in a clear, student-friendly style, the book supports strategic thinking, responsible AI use, and career readiness for today’s marketing students.
-
Strategic Business Communication: A competency-based approach to writing, speaking, and research.
Rose Helens-Hart
This text is for the Honors section of BCOM301 at Fort Hays State University. Business Communication: A Competency-Based Approach to Writing, Speaking, and Research is a practical, engaging book designed to help undergraduate students and business professionals develop competence and build confidence in their business writing, research, and presentation skills. Readers will learn about the five core competencies of business communication: professional, clear, concise, evidence-driven, and persuasive. They also will learn strategies for applying each of these competencies across a range of real-world business documents. This text is a remixing of the following four OER textbooks and original content authored by Rose Helens-Hart: Lucas, K.; Rawlins,J. D., & Haugen, J. (2023). Business communication: Five core competencies. https://saalck.pressbooks.pub/bcomm/ Cruthers, A. (2020). Business writing for everyone. https://kpu.pressbooks.pub/businesswriting/ [Author name removed by request] Business communication for success. https://open.lib.umn.edu/businesscommunication/Helens-Hart, R. & Dolechek, R. (2022). Introduction to professional development: A business communication approach. https://fhsu.pressbooks.pub/profdev/
-
Wellness Tourism: An Introduction
Karen Thal
Wellness tourism is a growing segment of the travel industry that focuses on experiences designed to improve physical, psychological, and spiritual well-being. From yoga retreats and spa getaways to outdoor adventures and healthy culinary experiences, this form of tourism reflects a broader cultural shift toward self-care and holistic health. The current textbook introduces wellness tourism in a U.S. context, offering a practical, business oriented overview for undergraduate students. It provides insights into the concept of wellness, defines and examines both the wellness industry and the wellness tourism sub-sector, highlights key trends, explores the motivations of wellness travelers, and explains how wellness destinations and services are designed and managed to support wellness goals. The book also considers marketing and distribution channels, as well as job opportunities within the wellness tourism space.
-
Introduction to Professional Development: A Business Communication Approach
Rose Helens-Hart Ph.D. and Rachel Dolechek DBA
This book was created to service the BCOM 210: Introduction to Professional Development course in the Department of Applied Business Studies (ABS) in the Robbins College of Business and Entrepreneurship (RCOBE) at Fort Hays State University (FHSU). The course is required for several ABS majors and a popular elective among RCOBE students. BCOM 210 uses concepts from business communication to assist students in understanding their professional desires and forming a plan for their career futures.
Revised June 2023
Printing is not supported at the primary Gallery Thumbnail page. Please first navigate to a specific Image before printing.
