Synopsis
Digital Marketing is targeted primarily for undergraduate courses with flexibility to support certificate and graduate programs. Twelve chapters with three foundational chapters covering general topics of digital marketing and seven chapters focused on how to use marketing theory and concepts, in combination with digital marketing tools, to “do digital marketing”.
Relevant chapters designed to engage students through “Thinking about Global Digital Marketing”, “Legal and Ethical Issues”, “Privacy and Security Considerations” and “Value Creation”.
Designed to support multiple teaching formats through McGraw Hill’s Connect with personalized reading experience of SmartBook, variety of test bank questions to reinforce application and Application-Based Activities to challenge critical thinking and problem-solving skills in real-world scenarios.
About the Author
Dr. Raj Sachdev, MSc (Oxford), M.B.A., LL.M, D.B.A., PCM (Digital Marketing), CIPP/US, is an Assistant Professor of Marketing at Plymouth State University (PSU), Assistant Facilitator at Cornell University, a digital marketing consultant, interdisciplinary researcher, speaker, and internationally qualified lawyer (California and England & Wales). Having over 26 years of industry and academic experience, he has served in many capacities including in a number of marketing and managerial roles. A graduate of Oxford University, he holds various degrees in the areas of marketing, business, technology, and law from different institutions. He is a PCM in Digital Marketing from the AMA and has held a number of other industry recognized digital marketing certifications such as from Google, Hootsuite, Hubspot, Mailchimp etc. He has a GCHQ certified cybersecurity degree and is certified in privacy. Over the past 20 years, Dr. Sachdev has had the opportunity to teach / facilitate 55+ courses at different institutions including Oxford University, Cornell University, Stanford CSP, Plymouth State, and Columbia College, 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 has 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.
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