---
title: "Online Marketing for Publishers — Syllabus"
description: "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. ..."
url: https://www.boxcarmarketing.com/online-marketing-for-publishers-syllabus/
date: 2018-01-13
modified: 2025-10-10
author: "Monique Sherrett"
image: https://www.boxcarmarketing.com/wp-content/uploads/2025/09/sfu.png
categories: ["Marketing Strategy & Tips", "Social Media Marketing"]
type: post
lang: en
---

# Online Marketing for Publishers — Syllabus

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

- How to find your audience and understand intent

- Think with Google (2016). (https://www.thinkwithgoogle.com/consumer-insights/consumer-car-buying-process-reveals-auto-marketing-opportunities/)

Week 3: Growing, engaging and leveraging community

- The need for customer retention, loyalty and advocacy vs. the one-off sale

- Altimeter Group (2013). (http://www.altimetergroup.com/2013/03/new-research-the-evolution-of-social-business-six-stages-of-social-business-transformation/)

- Holt, D. (2016). (https://hbr.org/2016/03/branding-in-the-age-of-social-media). Harvard Business Review.

Week 4: Influencer Marketing 

- Content marketing fundamentals

- Measuring engagement

- Metrics that matter

- Berger, J. (2013). Contagious: (http://jonahberger.com/resources/). Infographic.

- Cialdini, R. (1984). “(https://www.influenceatwork.com/principles-of-persuasion/).” Influence at Work. 

- Nguyen, Dao (2017). (https://www.youtube.com/watch?v=Kab-mpU-YVM&feature=share), TedTalk by BuzzFeed publisher on cultural cartography.

Week 5: Content Marketing (Creation and Distribution)

- Baer, J. (2017). (https://www.facebook.com/TheRealJayBaer/videos/1081926995267590/).

- Samuel, A. & Reid A., 2014. “(http://info.mkto.visioncritical.com/rs/visioncritical/images/social-media-analytics-report.pdf)” VisionCritical.

Week 6: Social Ads, Display and PPC

- Kaushik, A. (2015) (https://www.kaushik.net/avinash/see-think-do-care-win-content-marketing-measurement/)

- Vize, R. & Sherrett M. (2018) “Social Media Marketing for B2B”, [*Contemporary Issues in Social Media Marketing*](https://www.routledge.com/Contemporary-Issues-in-Social-Media-Marketing/Rishi-Bandyopadhyay/p/book/9781138679184). Routledge.

Week 7: Social Media Management

- Hootsuite. (https://blog.hootsuite.com/how-to-create-a-social-media-content-calendar/)

Week 8: Audit and Strategy Planning

- McKinsey. (2013) (https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/building-capabilities-in-digital-marketing-and-sales)

Week 9: Marketing Automation

- Wishpond. (2016). (https://www.youtube.com/watch?v=G6c4-28FsAs)

Week 10: Trends

- AR/VR, Big Data, Blockchain and the Internet of Things. (https://www.youtube.com/watch?v=3n0k7bO8jG8)

- Dawson, L. (2017). [“A (Block)Chain Reaction for Publishing.”](https://www.publishersweekly.com/pw/by-topic/digital/copyright/article/75711-a-block-chain-reaction-for-publishing.html) *PublishersWeekly*

 

*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.*