Online Marketing

Class materials: Sept 4 – Sept 8

Introduction to internet marketing and the requirements of the course.
Internet properties and the implications for marketing.
Digital marketing channels. Owned, earned and paid media

LECTURE NOTES – WEEK 1  (PDF)
In-class exercise: Owned, earned,and paid media

READ, WATCH, LISTEN:

Dave Chaffey: Defintions of eMarketing versus Internet versus Digital Marketing (what is the difference and does it matter?)

The Information Age to the Networked Age: Are you Network Literate? (Reid Hoffman, LinkedIn)

Seth Godin: Permission Marketing Chapters 1-4 (free in return for your email address)

IAB Canada presents a model in social media: PAID. OWNED. EARNED.(Infographic pdf)

Dave Chaffey: The difference between paid, owned and earned media – 5 viewpoints

Dollars, Bits and Atoms: A roadmap to the future of marketing (Rob Salkowitz. Microsoft. 2013)