One of the reasons the Pay per Click Advertising text was selected is that it provides some practical guidance on how to set-up a web-based business. If that is not your specific interest, please read the material with the viewpoint that it provides real-life examples of some of the concepts being introduced by this course.

Finally, the selections from 50 Shades of Digital Marketing provides insights from successful e-entrepreneurs. 

Reading Assignment


Appel, G., Grewal, L., Hadi, R., Stephen, A., T. (2019). The future of social media in marketing. Journal of the Academy Marketing Science 48, 79–95. doi: Retreived from

Zheng, D. (2018, June 5). How to do keyword research – Secrets you didn’t know. Crazyegg.

Icha, O., & Agwu, E., (2016). Effectiveness of social media networks as a strategic tool for organizational marketing management. Journal of Internet Banking and Commerce, 21, 1-19.

Patel, N. (2019). SEO made simple: A step-by-step guide for 2019. NeilPatel. Retrieved from

Video Resources

Wuhoo Digital. (2016, March 31). What is social media marketing in 2 minutes [Video]. YouTube. 

Discussion Assignment

Based on your readings this week discuss what you consider to be most compelling electronic communication device given what is currently available.  What do you think is the most effective way to communicate with customers? Videos? Blogging? Twitter? Mobile Apps? What is the downside of the method you choose?  Discuss your reason for choosing the method.

Note any areas where you may want or need some further explanation.  Ask questions of your fellow classmates.

Revisit the Discussion Forum often, responding to at least three other classmates and responding to anyone who responded to your original post.

You may need to use some additional outside sources.