Priority order 1st

Name Digital Marketing Excellence: Planning,

Optimizing and Integrating Online
Marketing. 6th ed.
Author
Dave Chaffey, PR Smith
Publisher
Routledge

Publishing year 2022

Links Book 1

Page content
Advantages :
This book is available in soft copy. The book
covers most of essential contents of all LOs.
Since it is written by both academic scholars
and practitioners, it is easy to understand, to
apply in practice and interesting to read.
This book is suitable for beginer level.

Final comments

Disadvantages:
Some topics of LO1,2,4 are not covered in this
book.

Conclusion Selected as the main coursebook

 2nd
Digital Marketing: Strategy,
Implementation and Practice . 6th
Ed.
Dave Chaffey, Fiona Ellis-Chadwick
Pearson
2016
Book 2
Advantages :
This book is available in soft copy. The book
covers almost essential contents of all LOs.
It includes knowledge from both academic
perspectives and practical perspectives. It
contains everything about digital marketing.
There are case studies in each chapter that
help students understand easily the learning
materials.
Disadvantages:
A few topics of LO2 and LO4 are not
covered in this book.
As it contains great amount of information, it
is quite intensive for beginer to read and to
follow.
Not selected as the coursebook.
Use as the supplementary book
3rd
Digital Marketing Strategy: An
Integrated Approach to Online
Marketing
Simon Kingsnorth
Kogan Page
2016
Book 3
Advantages:
This book is available in soft copy. The book
covers some topics of all LOs.
The book covers more information about
content strategy (LO2) compared to other 2
books.
Disadvantages:
Many contents stated in the SOW are not
included.
Topics are not developed in-depth.
Not easy for beginers to read and to
practice.
Writing-style and design are not appealing.
Not selected as the coursebook.
Use as the supplementary book.
 Learning outcomes
LO1 Investigate the influence of the digital environment
for effective marketing of business organisations
The digital environment:
Definitions of digital marketing.
specialist, content strategist:
● Key knowledge and skills that includes digital integration,
product management, customer experience, branding,
monitoring and evaluating effectiveness and risk
management.
● Key behaviours, e.g. influencing, collaboration, creativity,
commercial awareness, entrepreneurial, innovative and
inspiring, and being financially literate.
power.
Key benefits of digital marketing as a business tool.
The role of digital marketing in relation to the 7Ps.

Stages of the digital marketing lifecycle.

Organisation challenges of digital marketing: legislation,
technological resources and availability of skills.
Digital marketing opportunities:
Role of digital marketing strategy.
Digital marketing for business establishment and growth.
Use of Artificial Intelligence (AI) in marketing and how it
impacts digital campaigns, e.g. personalisation.
Importance of customer insight and understanding in
developing digital marketing campaigns.
The growth of ‘micro-moments’ and their impact on
business. Consumer lifecycle stages of digital adoption.
marketing approach within a given business
organisation
Digital tools, platforms and channels:
channels.
Selecting appropriate digital tools, platforms and channels
for organisation context, e.g. website, social media, apps.
Digital marketing techniques to encourage customer
acquisition, conversion and retention, e.g. SEO, display and
video advertising, email marketing,
pay-per-click advertising.
Reach, impact and cost effectiveness of digital marketing
tools and techniques.
Content marketing:
Advantages and disadvantages of different content formats.
Content marketing process, including:
● research best practice to develop content topics based on
target personas
● developing a content calendar to plan and structure
content creation and promotion
● aligning content to achieving business goals.
● identifying the key components in a company's brand
personality
● recognising the benefits of content personalisation
● tools to create and curate different types of content. Format
and restrictions on content.

Integration of digital with other marketing channels:

marketing vs Omni channel marketing. Benefits of
integrated data and analysis.
Integration and resource planning.
multimedia to optimise content that targets key
audiences
Digital marketing campaign planning:
A digital campaign vs regular communications plan.
techniques.
research.
Establishing campaign goals and messaging proposition.
Alignment with wider organisation marketing objectives.
Integrating elements of the marketing mix.
Auditing existing digital channels and assets.
channels, e.g. Snapchat, Instagram, Facebook to meet social
media objectives.
Resource and implementation planning.
Digital marketing campaign design:
Campaign theme and the creative concept.
Structuring the digital marketing campaign to maximise
reach, e.g. timescales, frequency.
Factors to determine offer and desired audience `call to
action’. Creating buyer personas and value proposition.
e.g. mapping customer journey, consistent brand identity
and messaging.
LO4 Evaluate methods of monitoring and measuring a
digital marketing campaign in line with marketing
objectives to increase engagement and conversions.
Monitoring and measuring techniques:
Measures of digital campaigns using KPIs, measurable
metrics and use of analytics platforms.
Procedures used for measuring digital campaigns.
Performance measures using online metrics.
Populations measures.
Monitoring changes in the technological environment:
Tools and techniques for monitoring and reporting digital
changes. Environmental scanning.
environment
 Book 2
Book 1

Chapter 1, pg.13 Chapter 1

N/A Chapter 1, pg.9

Chapter 1, pg.8 Chapter 2; Chapter 11

Chapter 1, pg.23-41 Chapter 1, pg.18
Chapter 2 Chapter 5
If it means framework to develop digital If it means framework to develop digital
marketing=> Chapter 1:SOSTAC & RACE marketing=> Chapter 1:SOSTAC &
framework RACE framework

Chapter 9, pg.505 Chapter 1, pg.25;Chapter 4, pg. 232

Chapter 1,pg.42; Chapter 10, pg.581 Chapter 4, pg.178

Chapter 1,pg.4 Chapter 1, pg.7,17-29

N/A N/A

Chapter 4 Chapter 2

Chapter 4, pg.180 N/A

Chapter 6, 8, 9
Chapter 7 Chapter 1, 9
Chapter 7 Chapter 9

Chapter 7 Chapter 8 and 9

Chapter 7 Chapter 6
Chapter 7 Chapter 9

Chapter 7 Chapter 9
Chapter 6, pg.338-341 (except content
calendar) Chapter 8, pg.450 (content matrix)

Chapter 6, pg.322 (personalisation) N/A

Chapter 7 & Chapter 8

Chapter 7,pg.430-437; Chapter 8 Preface (figureP.1); Chapter 6& 8

Chapter 10 Chapter 8

Chapter 10 Chapter 8
Chapter 10 Chapter 8
Chapter 1; Chapter 10 Chapter 8
Chapter 10, pg.563; Chapter 8
N/A Chapter 8
Chapter 10, pg.574 Chapter 8
Chapter 10; pg.579 Chapter 8
Chapter 8
Chapter 10, pg.570; Chapter 9,pg.515 Chapter 8

Chapter 10, pg.574 Chapter 8

Chapter 10, pg.597-613 Chapter 8

N/A Chapter 8

N/A Chapter 8

Chapter 4,pg.208; Chapter 8

Chapter 3, pg.130; Chapter 4,pg.192; Chapter
8 Chapter 2;Chapter 8

Chapter 9 & Chapter 10 Chapter 10

Chapter 9,pg.535; Chapter 10- pg.601 Chapter 10

N/A Chapter 10
Chapter 9,pg.535; Chapter 10- pg.601 Chapter 10
N/A N/A
N/A Chapter 3, pg.123

N/A N/A
N/A N/A
 Book 3

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N/A

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Chapter 3

Chapter 1
Chapter 2

N/A

N/A

N/A

Chapter 5,6,7,8

N/A

Chapter 10

Chapter 6

N/A

Chapter 13
Chapter 13

N/A

N/A
N/A

N/A
Chapter 4
Chapter 2, pg.35
Chapter 4
Chapter 4
N/A
N/A

Chapter 15
Chapter 4

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N/A

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Chapter 14

Chapter 14
N/A
Chapter 14
N/A

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N/A