Loose Leaf for Digital Marketing

by Raj Sachdev

Overview

Sachdev's, Digital Marketing 1e is targeted primarily for undergraduate courses with flexibility to support certificate and graduate programs. Twelve chapters with three foundational chapters covering general topics of digital marketing and seven chapters focused on how to use marketing theory and concepts, in combination with digital marketing tools, to “do digital marketing.”

•Grounded in marketing theory and concepts taking a strategic and analytical approach with global examples

•Relevant chapters designed to engage students through “Thinking about Global Digital Marketing”, “Legal and Ethical Issues”, “Privacy and Security Considerations” and “Value Creation”

•Latest digital marketing tools with emphasizing current marketing trends and showcasing how tools should be applied

•Hands-on digital marketing exercises, including mocking up a website (using tools, not programming), creating Google search ad campaigns, creating social media and community content with additional direction toward industry certifications such as Google Ads, Social Media, and Email Marketing.

•Designed to support multiple teaching formats through McGraw Hill’s Connect with personalized reading experience of Smartbook, variety of test bank questions to reinforce application and Application-Based Activities to challenge critical thinking and problem-solving skills in real-world scenarios.

Product Details

ISBN-13:	9781266214431
Publisher:	McGraw Hill LLC
Publication date:	05/08/2023
Pages:	480
Product dimensions:	6.00(w) x 1.25(h) x 9.00(d)
Age Range:	18 Years

About the Author

Dr. Raj Sachdev, MSc (Oxford), M.B.A., LL.M, D.B.A., PCM (Digital Marketing), CIPP/US, is an Assistant Professor of Marketing at Plymouth State University (PSU), Assistant Facilitator at Cornell University, a digital marketing consultant, interdisciplinary researcher, speaker, and internationally qualified lawyer (California and England & Wales). Having over 26 years of industry and academic experience, he has served in many capacities including in a number of marketing and managerial roles. A graduate of Oxford University, he holds various degrees in the areas of marketing, business, technology, and law from different institutions. He is a PCM in Digital Marketing from the AMA and has held a number of other industry recognized digital marketing certifications such as from Google, Hootsuite, Hubspot, Mailchimp etc. He has a GCHQ certified cybersecurity degree and is certified in privacy. Over the past 20 years, Dr. Sachdev has had the opportunity to teach / facilitate 55+ courses at different institutions including Oxford University, Cornell University, Stanford CSP, Plymouth State, and Columbia College, among others. He has guest spoken globally including at Harvard, Stanford, Oxford, Cambridge, etc., at conferences including as a keynote speaker at AMA’s Year Ahead conference, and has given a Tedx talk. He has published in peer reviewed and general publications and has written blogs on marketing and interdisciplinary areas. He holds membership in various industry organizations.

Table of Contents

Chapter 1: Digital Marketing in a Digital World

Chapter 2: Creating Value through Digital Marketing Strategy

Chapter 3: Digital Consumer Behavior and Customer Relationship and Experience Management

Chapter 4: Website Marketing Strategy

Chapter 5: Search Engine Optimization (SEO) Strategy

Chapter 6: Search Engine Marketing (SEM) Strategy

Chapter 7: Email Marketing Strategy

Chapter 8: Social Media and Community Marketing Strategy

Chapter 9: Mobile Marketing Strategy

Chapter 10: Digital Brand, Trust, and Reputation Management Strategy

Chapter 11: Digital Marketing Legal, Ethical, Privacy, and Security Considerations

Chapter 12: Trends and the Future of Digital Marketing