Hallmark Features of This Title
Set and manage expectations for your students.
• Make your students aware of what they are expected to achieve, with the list of learning objectives at the beginning of each chapter.
Encourage your students' research skills with data-driven digital marketing insights.
• Test your students' understanding of the topics with the activities and exercises provided.
Encourage your students to use their critical thinking skills.
• Allow your students to link theory with real-world examples with the case studies found throughout the book and at the end of each chapter.
• Help your students boost their employability skills with practical ideas presented on the 'Essential Digital Skills' boxes, based on students' interests and experiences.
New to This Edition
• Simplified chapter introductions blend learning objectives and topics, delivering a clear structure for your students to work.
• Updated case studies within the text feature more start-up and not-for-profit businesses, demonstrating increased diversity.
• The 5Ds of digital marketing have now extended to 7Ds, further emphasising the importance of goal setting, strategy, and customer insight.
• New and updated visuals introduce and better explain digital marketing concepts and options to your students.
• A new section on data-driven marketing covers Big Data, AI, and machine learning. A case study further demonstrates how a start-up business can use data-driven marketing as a strategy for its growth.
• Updated figures recommend an integrated campaign timeline and introduce the different media types that could be appropriate, depending on the campaign budget.
• New figures explain ways for your students to use email marketing and social media as part of the marketing strategy to support customer lifecycle activities (RACE).
• New case studies discuss up-to-date industry topics that will keep your students engaged, such as social media influencers, Tik Tok advertising, Bitcoin and marketing applications of blockchain.
• More practical coverage of Google Analytics offers insight into evaluating and improving digital channel performance.
