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COM603 v1

Module 2: 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 II: Web-Based Communications to Reach Buyers

  • Chapter 4 (pp. 65-78): This chapter will help you understand the critical role of social media in reaching your targeted audience, offering insights into leveraging content to establish direct connection with buyers. By delving into the new rules of marketing and PR, you'll gain valuable strategies to effectively engage and resonate with your audience in the dynamic landscape of social media.
  • Chapter 5 (pp. 79-100): This chapter will guide you in creating a content-rich website that serves as a powerful tool for engaging your audience. You will delve into how to optimize your website to effectively reach and connect with buyers or supporters directly.
  • Chapter 6 (pp. 101-122): This chapter will equip you with the insights and strategies needed to navigate the real-time dynamics of marketing and PR. You'll discover effective approaches to engage with your audience promptly and authentically, establishing a meaningful connection with followers. 
  • Chapter 7 (pp. 123-138): This chapter will provide you with valuable insights into leveraging Artificial Intelligence and Machine Learning for marketing and PR. By delving into the integration of these technologies, you'll gain a comprehensive understanding of how to harness AI and ML to enhance your marketing strategies and establish direct connections with followers/buyers/supporters.

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

  • Chapter 8 (pp. 141-168): This chapter will guide you in constructing a robust marketing and PR plan by emphasizing the importance of your published content and the development of buyer personas.
  • Chapter 9 (pp. 169-194): By exploring the synergies between a variety of content creation strategies, this chapter will help you to effectively leverage marketing tools in boosting sales and expanding your reach, fostering a comprehensive understanding of the interconnected dynamics in modern marketing. 
  • Chapter 10 (pp. 195-214): This chapter will equip you with effective strategies for crafting compelling and impactful content. Delving into the principles outlined here, you'll gain valuable insights into creating an impactful content across various mediums for specific audiences. 

Influencer Marketing for Brands: What YouTube and Instagram Can Teach You about the Future of Digital Advertising

Levin, A. (2020). Influencer marketing for brands: What YouTube and Instagram can teach you about the future of digital advertising. Apress L.P.

  • Chapter 1 (pp. 1-6): Chapter 1 introduces you to the historical roots of affordable luxury and influencer marketing. Understanding these origins lays the foundation for comprehending the evolution of marketing strategies. 
  • Chapter 2 (pp. 7-18): In Chapter 2, you delve into the current state of the advertising industry, exploring the decentralization of attention and how individuals have transformed into media entities. This knowledge equips you with insights into the contemporary advertising landscape and the role of individuals as media influencers. 
  • Chapter 3 (pp. 19-46): Chapter 3 demystifies the true implications of influence, dissecting its three key levers. Lean how to identify suitable influencers and creators for your brand while grasping the critical concept of owning your talent pool. This chapter provides essential insights into building effective influencer relationships. 
  • Chapter 4 (pp. 47-78): Chapter 4 uncovers the synergy between art and science in advertising by exploring creative strategies for Instagram and YouTube. Chapter 4 equips you with a practical toolbox, including the seven principles of word-of-mouth and the secrets to crafting an impactful brief, essential for creating successful campaigns.
  • Chapter 5 (pp. 79-94): Moving beyond fundamentals, Chapter 5 offers a fresh perspective on influencer marketing by focusing entirely on what creators seek in brand collaborations. Gain insights into creator-centric strategies, providing a nuanced understanding of influencer-brand dynamics. 

Required Article, Blog, or Website

Optional Resources