Introduction

I'll start with a statement of the glaring obvious, but one I feel is important. This text is about the ESSENTIALS of the subject. By definition, coverage of the various elements are shallow in nature - many being little more than touched on. For more in-depth study, try my Digital Marketing a Practical Approach - though even it is limited to an introduction to the various elements.

The exercises

When I was teaching - I've retired - a quote from Socrates [the Greek philosopher, not the Brazilian footballer] at the beginning of my module guides reflected the way the module was to be delivered:

I cannot teach anybody anything. I can only make them think.

I have tried to continue that philosophy in my books - particularly the exercises. In the classroom I liked to pose questions that had no single right answer. In marketing that is easy because there is never a single right answer. What is right in one scenario or context is not so in another. Students will find that is true when they get a job - I liked to prepare them for that time. I wanted to help them learn how to find the right answer, not simply give them an answer.

I find it pointless to ask a question whose answer can be found within the text [e.g. what are the 4 elements of what's-his-name's model?]. Hence, the exercises for this book. They are designed to prompt students into thinking. Hopefully, I might challenge some of their preconceived ideas on the subject. They might not realise it, but the questions sometimes act as a kind-of devil's advocate. I make no apology for there not being the same number of exercises for each chapter - but some chapters are shorter than others - and their subject not so open to debate.

Lecture slides

Chapter one

Chapter two

Chapter three

Chapter four

Chapter five

Chapter six

Chapter seven

Chapter eight

Chapter nine