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Foundations in Digital Marketing

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Rochelle Grayson, Langara College

Copyright Year: 2023

Last Update: 2024

Publisher: BCcampus

Language: English

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Table of Contents

  • Accessibility Statement
  • For Students: How to Access and Use this Textbook
  • About BCcampus Open Education
  • Introduction
  • Part I: Fundamentals of Digital Marketing
  • Part II: Generating Customer Demand and Nurturing Leads & Proposals
  • Part III: Analyzing and Optimizing Your Digital Marketing Performance
  • Part IV: The Future of Digital Marketing
  • About the Author
  • Versioning History

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About the Book

Foundations in Digital Marketing is a textbook intended to introduce marketing students to the world of digital marketing. The book covers fundamental frameworks, practical applications, and online tools that can all be applied to build and execute a cohesive and engaging digital marketing strategy. The book covers the fundamental aspects of digital marketing, including areas such as:

  • visual storytelling,
  • design principles and frameworks,
  • search engine optimization and marketing,
  • website and landing page optimization,
  • content marketing,
  • content creation tools and technologies,
  • paid advertising,
  • social media marketing,
  • mobile marketing,
  • email marketing,
  • attribution,
  • conversion rate optimization,
  • data and marketing analytics, and
  • the future of digital marketing.

The book also features chapter learning objectives, videos, summaries, interactive learning activities, and discussion points, as well as recommended industry certifications and online resources to augment the textbook.

About the Contributors


Rochelle Grayson (MBA in Finance and Business Policy, University of Chicago) is the department chair and Professor of Marketing at Langara College’s School of Management. She is also the industry chair, program advisor, and an instructor for the University of British Columbia’s Sauder School of Business Digital Leadership and Data & Marketing Analytics Programs. In addition to her educational roles, Rochelle is also an Executive-in-Residence with New Ventures BC, where she mentors growth-stage technology companies around their sales and marketing strategies. Rochelle holds a BA in German Literature from Swarthmore College, as well as Six Sigma (Blackbelt) master certifications in Product Development Management and Business Facilitation.

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