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Dr Maritha Pritchard is a senior lecturer in the Department of Strategic Communication at the University of Johannesburg. Her published research interest is digital media and she has presented on the topic at several local and international conferences. Maritha has over 20 years’ industry experience and regularly presents digital media strategy workshops for the Public Relations Institute of Southern Africa’s CPD programmes. She is also a judge in the digital and social media marketing categories for the annual PRISM awards for excellence in the public relations industry. Karabo Sitto is a lecturer in the Department of Strategic Communication at the University of Johannesburg. She joined academia on a full-time basis in 2016, having previously lectured part-time while working in the digital advertising industry. Prior to taking on her role in academia, she spent over a decade in several corporate roles cutting across finance, marketing, digital advertising and public relations. She is currently working towards completing her doctoral degree at the University of Johannesburg.

Introduction; Understanding the characteristics of online writing; Developing an online profile and persona; Designing a digital communication strategy; Email as a relationship marketing channel; Developing website content and enhancing user-experience; Digital public relations; Writing for Search Engines; Blogging; Storytelling for social media platforms; The ethical challenges of digital media; Metrics and analytics for ROI; Essential digital business tools for organisations