PUB 355W: Online Marketing for Publishers

PUB 355W-4 explores the ways that publishers use digital channels, devices, and platforms to build or promote marketing messages. Some of the topics discussed include content marketing, social media, email marketing, video marketing, and digital advertising.

The aim of this course is to provide students with an overview of the theory and practice of online marketing. The four primary areas are:

  • Audience research
  • Planning and strategy
  • Tactics and running campaigns
  • Measurement

Course Structure
A range of learning styles are supported through the use of lectures, readings, and discussions of case studies, as well as short individual activities, self-assessment exercises, and a group project.

Learning Outcomes
On completion of this course students will have a solid understanding of how books and related reading materials can be marketed using digital techniques. Students should be able to:

  • Apply key digital marketing strategies to the development of a digital marketing plan, using a structured strategy framework for research and decision making.
  • Understand the omni-channel customer journey and the marketing mix needed to support both traditional, digital and combined buying cycles.
  • Define and discuss current concepts such as inbound marketing, content marketing, permission-based marketing, search engine optimization, search marketing including PPC and organic advertising strategies, remarketing techniques and analytics.

Required Core Reading:
Required software access and readings (PDFs or links to online articles) will be listed on Canvas under Modules.

Sample Assignment Breakdown (30% group + 70% individual)

  1. Marketing Research (Personas) – Group Assignment 6%
  2. Content Marketing – 45%
  3. Midterm Quiz – 20%
  4. Ad Strategy – Group Assignment 24%
  5. Hubspot Social Media Certification – 5%
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