About this Book
Marketing is a textbook intended to introduce marketing students to the world of digital marketing. The book covers fundamental frameworks, practical applications, and online tools that can all be applied to build and execute a cohesive digital marketing strategy. The book covers the fundamental aspects of digital marketing, including areas such as:
- visual storytelling,
- design principles and frameworks,
- search engine optimization and marketing,
- website and landing page optimization,
- content marketing,
- content creation tools and technologies,
- paid advertising,
- social media marketing,
- mobile marketing,
- email marketing,
- attribution,
- conversion rate optimization,
- data and marketing analytics, and
- the future of digital marketing.
Features
The book features chapter learning objectives, videos, and discussion questions. Golf-specific examples can be found in the call-out boxes shown below.
Golf Example
Accessibility Statement
We are actively committed to increasing the accessibility and usability of the textbooks we produce. Every attempt has been made to make this OER accessible to all learners and is compatible with assistive and adaptive technologies. We have attempted to provide closed captions, alternative text, or multiple formats for on-screen and offline access.
The web version of this resource has been designed to meet Web Content Accessibility Guidelines 2.0, level AA. In addition, it follows all guidelines in Appendix A: Checklist for Accessibility of the Accessibility Toolkit – 2nd Edition.
In addition to the web version, additional files are available in a number of file formats, including PDF, EPUB (for eReaders), and MOBI (for Kindles).
If you are having problems accessing this resource, please contact us at oer@fanshawec.ca.
Please include the following information:
- The location of the problem by providing a web address or page description
- A description of the problem
- The computer, software, browser, and any assistive technology you are using that can help us diagnose and solve your issue (e.g., Windows 10, Google Chrome (Version 65.0.3325.181), NVDA screen reader)
Feedback
Please share your adoption and any feedback you have about the book with us at oer@fanshawec.ca
