Raj Sachdev
Print ISBN: 9781266143090 Ebook ISBN: 9781266305825 Connect: 9781398931121
We're delighted to offer this brand new textbook with Connect courseware and additional materials specifically relevant to European courses and students.
Recent years have seen a dramatic change in digital marketing. Ever evolving technologies, innovative products, new means of marketing, improved marketing features of platforms, and evolving smart environments are changing the face of how marketing is conducted. Strategic digital marketing decision making has never been more important and this text brings insight for students to hone their skills in this area.
Digital Marketing is a comprehensive text that adopts a strategic, conceptual, and practical perspective focusing on student learning that is essential in today’s digital marketing employment environment. Students will not only be introduced to important digital marketing concepts; they will be able to apply them in various chapter discussions, mini case studies, chapter projects, and a semester long strategic digital marketing plan.
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Key features
"Doing" Chapters
Chapters 4 to 9 overview objectives, strategies, tactics, considerations, content, and analytics for each key area of digital marketing, and allow students the opportunity to complete a plan or assignment which applies that learning.
Insight boxes
Throughout the chapters, students will find relevant insight boxes looking deeper at various considerations related to digital marketing such as value creation, legal and ethical issues, privacy and security and global digital marketing.
Local content
In addition to the Smartbook and test bank in Connect, with the European Companion Connect you'll get an expanded case study library with more regional cases and question banks too.
Teaching digital marketing
The future of digital marketing
Tackling legal and ethical issues
NB: This will take you to the e-commerce page where you can select the red 'Request Review Access' on the right-hand side. In sample format you can choose between a physical or digital copy. We recommend selecting digital to receive your copy via Vitalsource more promptly as print copies will not be available until early July 2023.
Chapter 1: Digital Marketing in a Digital World
Chapter 2: Creating Value through Digital Marketing Strategy
Chapter 3: Digital Consumer Behavior and Customer Relationship and Experience Management Chapter 4: Website Marketing Strategy
Chapter 5: Search Engine Optimization (SEO) Strategy
Chapter 6: Search Engine Marketing (SEM) Strategy
Chapter 7: Email Marketing Strategy
Chapter 8: Social Media and Community Marketing Strategy
Chapter 9: Mobile Marketing Strategy
Chapter 10: Digital Brand, Trust, and Reputation Management Strategy
Chapter 11: Digital Marketing Legal, Ethical, Privacy, and Security Considerations
Chapter 12: Trends and the Future of Digital Marketing
Appendix 2A: Sample Strategic Digital Marketing Plan (Simplified)
Sachdev’s Digital Marketing 1e is designed with flexibility for undergraduate and higher level specialist courses. Twelve chapters with three foundational and seven on marketing theory and concepts with tools, to “do digital marketing”.
- Strategic and analytical approach with global examples.
- Latest digital marketing tools emphasising current marketing trends and showcasing how tools should be applied.
- Hands-on digital marketing exercises, including mocking up a website (using tools, not programming), creating Google search ad campaigns, creating social media and community content with additional direction toward industry certifications such as Google Ads, Social Media, and Email Marketing.
- Designed to support multiple teaching formats through McGraw Hill’s Connect with personalised reading experience of Smartbook, a variety of test bank questions to reinforce application and Application-Based Activities to challenge critical thinking and problem-solving skills in real-world scenarios.
Features:
- Strategic and Analytical Approach: Grounded in marketing theory and concepts taking a strategic and analytical approach with global examples.
- Relevant Industry Chapters: Relevant chapters designed to engage students through “Thinking about Global Digital Marketing”, “Legal and Ethical Issues”, “Privacy and Security Considerations” and “Value Creation”.
- Current Digital Tools: Latest digital marketing tools with emphasising current marketing trends and showcasing how tools should be applied.
- Hands-on Projects: Hands-on digital marketing exercises, including mocking up a website (using tools, not programming), creating Google search ad campaigns, creating social media and community content with additional direction toward industry certifications such as Google Ads, Social Media, and Email Marketing.
Case Studies Included with the European Connect Edition
Distribution: Marks & Spencer
Integrated Marketing Communications: Nike
Market Segmentation, Targeting and Positioning: Lululemon
Market Segmentation, Targeting and Positioning: BrewDog
Integrated Marketing Communications II Online Communications Techniques: L’Oreal
Customer Relationship Management: Hollister
Marketing Analytics: 412 Food Rescue and Google Analytics
SEO Objectives: Digital Marketing and Gucci
Additional International Case Studies
Minicase: Manchester City FC and Tinder Join Forces
Long case: Succeeding in Contemporary China with Mobile Marketing: What Happened to Samsung?
Minicase: Adidas Bares All – Long Case: Regulating Alcohol Marketing - A Comparison of France and Ireland
About the author
Dr Raj Sachdev, MSc (Oxford), M.B.A., LL.M, D.B.A., PCM (Digital Marketing), is an Assistant Professor of Marketing at Plymouth State University (PSU), a course facilitator at Cornell University (eCornell), a digital marketing consultant, interdisciplinary researcher, speaker, and international lawyer (California and England & Wales). Having over 25 years of industry and academic experience he has served in the capacities of digital marketing consultant, marketing manager, sales and service manager, entrepreneur, dean, faculty head, faculty member, researcher, speaker, consultant, lawyer, manager, among other roles.
A graduate of Oxford University, he holds multiple degrees and certifications in the areas of marketing, business, technology, and law from different institutions and organizations. He is a PCM in Digital Marketing from the American Marketing Association (AMA) and is/has been certified in Google Analytics, Google Ads, digital marketing (Hubspot), social media (Hootsuite and Hubspot), email marketing (Mailchimp), cybersecurity (GCHQ degree), and holds law licenses.
Over the past 20 years, Dr. Sachdev has had the opportunity to teach / facilitate 50+ courses at different institutions, including courses at Oxford University, Cornell University, Stanford CSP, Columbia College, and Chapman University, among others. He has guest spoken globally including at Harvard, Stanford, Oxford, Cambridge, etc., at conferences including as a keynote speaker at AMA’s Year Ahead conference and having given a Tedx talk. He has published in peer reviewed and general publications and has written blogs on marketing and interdisciplinary areas. He holds membership in various industry organizations.
Michael Passer, PhD
Senior Lecturer at the University of Washington.
Ronald E. Smith, PhD
Ronald is Professor of Psychology and Director of Clinical Psychology Training at the University of Washington, where he also has served as Area Head of the Social Psychology and Personality area.
Ed Sutherland, PhD
Ed completed his first degree at the University of Bangor and his PhD at the University of Wolverhampton under the supervision of Professor Ken Manktelow. He then held a research post at the University of Reading and his first lectureship at the University of Derby. He became a lecturer in cognitive psychology at the University of Leeds, where he is now Director of Learning and Teaching. His current research interests are on the role of emotion in reasoning and the psychology of design.
Michael L. W. Vliek, PhD
Michael finished his Master’s followed by his PhD at the University of Amsterdam, where he subsequently worked as a senior lecturer until 2017. He is currently an affiliate of the University of Amsterdam and lectures at the University of Tübingen. He is also the co-author of several psychology textbooks and consultant on behaviour change for several government institutions in the Netherlands.
Transform learning
Boost grades, stimulate engagement and deliver an amazing course
Connect is an online platform integrating ready-made course content with assessments and tools. The platform uses the most established adaptive digital technology to enhance teaching and learning, freeing up instructors to focus their own time and effort where it will have the most impact.
Connect’s interactive technology provides each student with a tailored learning journey enabling them to learn at their own pace and in their own way, with a huge suite of digital resources available.
Digital Marketing is also available with Smartbook through the Connect platform.
Boost study time. Smartbook is an adaptive, interactive eBook that boosts learning by helping students study more efficiently, highlighting where in the chapter to focus. In addition, quiz questions throughout the chapters test students’ understanding, orienting them to topics they need to review and pointing them toward additional resources until they master the content.
Smartbook allows you, the instructor, complete control while providing actionable insight data, the capability to assign readings and track student engagement.
The Connect Application-Based Activities (ABAs) provide students valuable practice using problem-solving skills to apply their knowledge to realistic scenarios. Students progress from understanding basic concepts to using their knowledge to analyse complex scenarios and solve problems.
To find out more about how ABAs work, download the flyer.
We know that in a fast-moving field like business and marketing, it’s important to have resources that are up to date. With Connect, we can add content between editions, responding promptly to the big trends and new drivers impacting industries. We can also add new content, such as additional items to the question bank or new case studies.
Connect offers so much additional value over and above the core textbook, whether saving instructors serious time, helping them manage large cohorts, giving students structure and support, helping move them from theory to application, or saving paper.
NB: This will take you to the e-commerce page where you can select the red 'Request Review Access' on the right-hand side. In sample format you can choose between a physical or digital copy. We recommend selecting digital to receive your copy via Vitalsource more promptly as print copies will not be available until early July 2023.
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