LibGuides: COM603 v1: Module 1 Resources

Module 1: Required Textbook Chapters

Textbook

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

Social Media Strategy Guide: How to Build Your Strategy from Start to Finish
Hootsuite. (n.d.). Social media strategy guide: How to build your strategy from start to finish.
- This guide shows you how to build a comprehensive social media strategy from start to finish, covering essential elements such as conducting a social media audit, setting smart goals, defining your brand voice and purpose, creating a content calendar, and measuring success through quantitative and qualitative reports.
Media Richness Theory
Communication Theory. (n.d.). Media richness theory.
- Understanding media richness theory is crucial for social media specialists as it guides effective communication strategies by matching the richness of media to the level of uncertainty or equivocality in different situations, enhancing engagement and connection with the target audience.
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Optional Resources

An In-Depth Look at Marketing on TikTok
Battisby, A. (2023, March 15). An in-depth look at marketing on TikTok. Digital Marketing Institute.
- By reading this article, you will gain valuable insights into the dynamic world of TikTok marketing, exploring its popularity, user demographics, and successful campaign strategies. Stay informed and discover how to leverage TikTok to connect with diverse audiences and boost your brand's online presence.
Mastering Purpose-Driven Brand Storytelling on Social Media
Naum, S. (2023, December 11). Mastering purpose-driven brand storytelling on social media. Forbes.
- By reading this article, you will gain insights into unconventional storytelling methods that resonate in the digital era. Explore the power of influencers aligned with your brand's purpose, navigate the attention economy with concise narratives, leverage purposeful giveaways, and glimpse into the future of purpose-driven brand storytelling, including interactive experiences, AI-powered personalization, transparency, sustainable narratives, and community-driven movements.