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COM603 v1

Module 1: 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 1 (pp. 1-28): This chapter emphasizes the shift from traditional marketing and public relations methods to the new rules of directly reaching buyers through online content and engagement, urging readers to adapt to these changes for effective communication in the digital age.
  • Chapter 2 (pp. 29-40): This chapter highlights the transformative impact of social media and online content on consumer behavior, emphasizing the role of direct audience engagement in the new era of marketing and public relations. 
  • Chapter 3 (pp. 41-62): This chapter underscores the transformative power of reaching buyers directly through online channels, emphasizing the ability to build authenticity, engage in real-time interactions, and foster community support. By leveraging social media, businesses can establish direct connections with their audience, leading to increased loyalty, immediate engagement impact, and a genuine, transparent brand image.

Required Article, Blog, or Website

Optional Resources