Part One Basic concepts and understanding of digital marketing -- 01 Introduction to digital marketing -- 02 Planning a digital marketing strategy -- 03 Digital marketing campaigns -- 04 Accountability in the digital age -- Part two Researching the digital environment -- 05 The macro-environment -- 06 The micro-environment -- 07 Market segmentation, targeting and positioning -- 08 Big data -- Part three Online customer behaviour -- 09 Primary and secondary data sources -- 10 The digital consumer -- 11 Customer journey and experiences -- 12 Socially responsible consumer behaviour -- 13 Global consumer behaviour on digital channels -- 14 Objective setting -- 15 Marketing mix for the digital world -- 16 Digital tools, techniques and technology -- 17 Social media marketing channels and concepts -- 18 Digital marketing channels and platforms -- Part Five Measurement and evaluation -- 19 Evaluation of digital marketing success: Dashboards and challenges of data-driven marketing -- 20 Data analytics and metrics -- 21 Digital marketing audit -- 22 Managing, testing and improving campaigns -- Part Six Legal and ethical considerations -- 23 Ethical considerations -- 24 Sustainability in the digital world -- 25 Legal considerations.