LibGuides: COM625 v1: Module 1 Resources

Module 1: Required Resources

Chaffey, D., & Smith, P. (2022). Digital marketing excellence (6th ed.). Taylor & Francis.

Read Chapters 1, 2, and 9. These chapters will support the module objectives.

Access your textbook via the Bookshelf tab in the top navigation bar of your course.

Difference between Traditional Marketing and Digital Marketing
GeeksforGeeks. (2024). Difference between traditional marketing and digital marketing.
- Discusses differences between digital and traditional marketing
Introduction to Customer Analysis
East Bay's Small Business Development Center. (n.d.). Introduction to customer analysis.
- Discusses how to do a customer analysis
15 Competitor Analysis Tools to Keep Tabs on Your Competition
Barnhart, B. (2024). 15 competitor analysis tools to keep tabs on your competition. SproutSocial.
- Discusses competitor analysis tools
What is Personalization?
McKinsey & Company. (2023). What is personalization?
- Discusses marketing personalization
The CMO Survey. Marketing Budget and Job Growth Rebound
The CMO Survey. (2024, November 12). Marketing budget and job growth rebound.
- Current survey of Chief Marketing Officers (CMO) on budget and job growth

The Right Way to Perform a SWOT Analysis
Davey, L. (2023, Jul. 6). The right way to perform a SWOT analysis [Video]. YouTube.
- Discusses the process for doing a SWOT analysis

SOSTAC Framework Analysis for Enhancing Digital Marketing in Yogyakarta’s Art Music Today
N. Anggraeni et al. (2024) SOSTAC framework analysis for enhancing digital marketing in Yogyakarta’s Art Music Today. Journal of Community Service and Empowerment.
- Discusses a project that uses SOSTAC analysis for digital marketing

How Context Changes the Neural Basis of Perception and Language
Willems, R. M., & Peelen, M. V. (2021). How context changes the neural basis of perception and language. iScience, 24(4), 102291.
- Discusses the importance of learning the context for new concepts
The 10/20/30 Rule of PowerPoint
Kawasaki, G. (n.d.). The 10/20/30 rule of PowerPoint. Guy Kawasaki.
- Provides information on developing effective visual presentations
10 Tips for Impressive Presentations to Senior Leadership and Executives
Moxie Institute. (n.d.). 10 tips for impressive presentations to senior leadership and executives [Video]. YouTube.
- Provides practical advice on how to give powerful presentations to senior leadership