Online marketing and web analytics (BUS 441)

I hear that our BUS 441 students are embarking on a project that will have them designing marketing campaigns using WordPress websites, FaceBook ads, and Google AdWords, all while gathering data and adjusting their campaigns.

I'm sure the instructor will be providing detailed readings and guidance, but I thought I'd highlight a few of the other resources that might prove useful for such activities.

If nothing else, this list might be helpful for other SFU researchers interested in similar topics.

1. If you're someone who learns best through multimedia, start with our Lynda.com Online Training Library for such video courses as: 

• Google AdWords Essential Training
• WordPress Essential Training
• Online Marketing Fundamentals
• Google Analytics Essential Training 
• SEO: Keyword Strategy in Depth 

2. Moving on to ebooks and books... 

• A search for the subject "Web Usage Mining" will get you over 80 results, many of which are from the last couple years, and most of which are in an online format. 
  • Sample: Measuring the digital world : using digital analytics to drive better digital experiences
     
• The term "Internet marketing" is much broader and will retrieve hundreds of titles, including 26 from 2015 alone.
  • Sample: Return on engagement : content strategy and web design techniques for digital marketing 
     
• Focusing in on techniques for marketing via social media, you could try "Social media - Marketing", but you may have more luck combining "Internet marketing" & "Social media"
  • Sample: The best digital marketing campaigns in the world II : mastering the art of customer engagement
     
• As for designing a WordPress site that will get noticed by Search Engines, try the subject term "WordPress" to start (120+ titles), then move on to a combination of subjects such as Websites - Design or Website development and keywords such as optimization or SEO. We even have a bunch of ebooks that are focused on Google AdWords!
  • Samples: WordPress 4.x complete : get your website up and running and beautify it with WordPress 
    
    and WordPress SEO success : search engine optimization for your WordPress website or blog 
    
    and The Art of SEO : mastering search engine optimization 

3. If you've been exploring some of the sample ebook titles above, you may have noticed that many of them are from our Safari Tech Books Online collection of ebooks.

Try searching/browsing Safari directly as it contains many such hands-on, practical resources.

Hope that helps!

[See also this follow-up post: On profiling EAL students in university (more tips for BUS 441)]

-- MarkB
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Business & Economics Librarian