Skip to Main Content

COM442 v1

Module 4: Required Textbook Chapters

The New Rules of Marketing and PR: How to Use Content Marketing, Podcasting, Social Media, AI, Live Video, and Newsjacking to Reach Buyers Directly

Scott, D. M. (2022). The new rules of marketing and PR: How to use content marketing, podcasting, social media, AI, live video, and newsjacking to reach buyers directly (8th ed.). John Wiley & Sons.

Part I How the Web Has Changed the Rules of Marketing and PR

  • Chapter 3: Reaching Your Buyers Directly (pp. 41-57). Selecting effective marketing tools in a digitally driven information world.

Part II Web-Based Communications to Reach Buyers Directly

  • Chapter 7: Artificial Intelligence and Machine Learning for Marketing and PR (pp. 123-136). Navigating artificial intelligence to develop human-based relationships with your audiences.

Part III Action Plan for Harnessing the Power of the New Rules

  • Chapter 21: Search Engine Marketing (pp. 399-413). Delivering compelling content through an understanding of effective search engine tools.
  • Chapter 22: Make it Hapen (pp. 417-433). Employing digital tools as part of a thoughtful strategic communication strategy.