Digital Marketing Essentials

The #1 Best-Selling-Digital Marketing Textbook

 

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TABLE OF CONTENTS


Chapter 1 – Digital Marketing Foundations

Chapter 2 – Web Design

Chapter 3 – Analytics

Chapter 4 – On-Site SEO

Chapter 5 – Off-Site SEO

Chapter 6 – Paid Search Marketing

Chapter 7 -Online Advertising

Chapter 8 -Email Marketing

Chapter 9 – Social Media 1

Chapter 10 – Social Media 2

Chapter 11 – Online Reputation Management (ORM)

Chapter 12 – Mobile Marketing

ISBN: 978-0-692-22688-9

What Professors and Students are Saying…

Konya Weber, Northwest Nazarene University

 
Brady Ace, Utah Valley University

 

KEY LEARNING OBJECTIVES



business writing textbook

Teach all the Primary Digital Marketing Disciplines in one Digital Marketing Textbook

There are many different disciplines within Digital Marketing and it is vital that Digital Marketing students become familiar with them. There is still a significant skills gap between digital marketers and the companies that want to hire them. Students who are familiar with digital marketing will be poised to take advantage of this and enjoy rewarding careers.

Enhance Practical Skills

With this courseware, professors are given the resources to upgrade their digital marketing course to teach the overlooked, yet critical skills of search engine optimization, website analytics, pay-per-click advertising, and social media marketing.

Teach Up-to-Date Concepts

The book combines the fundamentals of digital marketing with its application in various business environments. Students will learn how to leverage organic, paid and social traffic, as well as the benefits and drawbacks of digital marketing on various platforms.

ABOUT THE AUTHORS

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Jeff Larson – Larson is a professor of marketing at Brigham Young University, where he has taught courses in Marketing Research and Internet Marketing since 2007. He received a Master’s Degree in Applied Economics and a Ph.D. in Marketing from the University of Pennsylvania, Wharton School of Business.

Many of the students who have taken Jeff’s Internet Marketing course now work for top tech companies, including Google, Amazon, Pinterest, Adobe, Qualtrics, and Domo. His research examines contextual influences in consumer behavior and decision making, combining skills in psychology-based experiments and advanced data analysis techniques.

In his spare time, Jeff enjoys music and exercise. He sings with the Mormon Tabernacle Choir and competes with his Crossfit affiliate.

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Stuart Draper – Draper has taught and mentored hundreds of college students on digital marketing as an adjunct faculty member at Brigham Young University – Idaho. Before founding Stukent Inc., Stuart founded the successful digital marketing agency, Get Found First, and he has hired and trained dozens of college students as online marketing interns and employees.

Stuart has been published on Search Engine Journal and his blogs have been featured on Search Engine Land, Search Engine Watch, and Search Engine Roundtable.

If he isn’t in front of a computer, you are likely to find Stuart playing with his family or in the mountains somewhere. He is also fluent in Spanish and loves to travel to Mexico and Argentina.

THE DIGITAL MARKETING ESSENTIALS BUNDLE

At Stukent, we believe that text-based learning works best when paired with hands-on application. That’s why we created the revolutionary digital marketing simulation, Mimic Pro. We truly believe that the Digital Marketing Essentials text and the Mimic Pro simulation are most effective when they are used together, which is why we offer a $20 discount to students who purchase them together.

Why Was Digital Marketing Essentials Created?

INTRODUCING EDIFY


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  • Updated Two to Three Times a Year


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