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COM603 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 III: Action Plan for Harnessing the Power of the New Rules

  • Chapter 11 (pp. 215-224): This chapter will empower you to refine your writing skills for marketing and PR, focusing on crafting clear, engaging content tailored to your buyers and exploring the pitfalls of poor writing. You'll learn the significance of feedback, the art of injecting humor into product descriptions, and the innovative approach of brand journalism. 
  • Chapter 12 (pp. 225-262): This chapter will guide you through the intricacies of using social networking as an effective marketing tool, illustrating strategies from enhancing engagement on platforms like Facebook and LinkedIn to personal branding and crisis communication. You'll learn from diverse case studies, including how Amanda Palmer raised a million dollars through social networking, and explore the importance of choosing the right platforms and integrating online efforts with offline events to build a passionate fan base. 
  • Chapter 13 (pp. 263-282): This chapter delves into the pivotal role of blogging in reaching and engaging with your buyers, highlighting its importance in the web ecosystem and presenting four strategic uses of blogs for marketing and PR. You'll gain insights into starting, enhancing, and promoting your blog effectively, understanding the global perspective of blogging, and learning the necessity of monitoring and participating in the blogosphere to protect and elevate your organization's reputation. 
  • Chapter 14 (pp. 283-300): This chapter underscores the transformative power of visual content in marketing, illustrating how authentic photographs and original images can significantly enhance content marketing strategies over generic stock photos. You'll explore effective techniques for marketing products through platforms like Instagram and Pinterest, leveraging tools like SlideShare for idea presentation, and utilizing infographics as potent marketing assets to convey complex information compellingly. 
  • Chapter 15 (pp. 301-322): Chapter 15 emphasizes the critical role of video in connecting with your buyers, showcasing a range of strategies from business-casual approaches and budget-friendly productions to leveraging platforms like Facebook Live and TikTok for real-time marketing and expertise showcasing. It covers the practicalities of video creation, from using your smartphone to hosting virtual events, and illustrates how tailored video content can not only enhance engagement but also generate sales leads and build your business. 

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.

  • N/A

Optional Resources