Internet Marketing + Digital Business Strategy

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Online Marketing for Publishers — Syllabus

Saturday, January 13, 2018 | Posted by to Internet Marketing Strategy, Social Media Marketing, Underwire Newsletter

My SFU course PUB 355W (Online Marketing for Publishers) explores digital promotion and marketing in the creative economy with a focus on publishers. Here's a short version of the reading list. 

Week 1: The business case for social and mobile marketing

  • Introduction to funnel metrics and how to measure success
  • The role of social and mobile in the path to purchase.

Week 2: SEO and keyword research

Week 3: Growing, engaging and leveraging community

Week 4: Influencer Marketing 

Week 5: Content Marketing (Creation and Distribution)

Week 6: Social Ads, Display and PPC

Week 7: Social Media Management

Week 8: Audit and Strategy Planning

Week 9: Marketing Automation

Week 10: Trends


There are additions to the weekly reading list but these are the core readings for each topic. Have a stellar article or book to recommend? Post it in the comments.


Monique Sherrett

Monique used to be allergic to all fish and was cured by Chinese medicine doctor Debra Gibson (not the pop singer). This is inconsequential to marketing or technology but does mean that she can attend client lunches without being picky about the menu options. See more posts by Monique Sherrett. You can also find her marketing tips on Twitter and YouTube.

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