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Language
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English
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Exam ECTS
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7.5
ECTS
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Type
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Elective
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Level
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Bachelor
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Duration
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One Semester
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Course period
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Autumn
Changes in course schedule may occur
Wednesday 14.25-17.10, week 36-41, 43-46
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Time Table
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Please see course schedule at e-Campus
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Study board
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Study Board for BSc/MSc in Business Administration and Information Systems, BSc
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Course coordinator
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Social Media Analytics Tools
Abid Hussain
- ITM
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Overall Course Coordinator
Ravi Vatrapu
- Center for Applied Information and Communication Technology
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Project Supervision
Zeshan Ali
- ITM
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Abid Hussain will provide teaching assistance for Social Media Analytics Tools. Zeshan Ali will provide assistance in relation to project supervision. Administrative contact person is Bodil Sponholtz, ITM (bsp.itm@cbs.dk)
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Main Category of the Course
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Business psychology
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Information Systems
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Communication
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Marketing
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Last updated on 23-04-2012
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Learning objectives
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By the end of the course, students should be able to:
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Explain the modern consumer's use of the Internet generally, and particularly the Internet's role as facilitator of online communities.
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Discuss the assumptions underlying the study of advertising, consumers and communities, with primary focus on the online features as well as discussing individual theories and models presented in the course.
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Understand and analyze the relationships between models, concepts and theories presented in the curriculum.
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Identify and analyze a specific problem for a company's communications and interaction with defined target groups and segments, and explaining the Internet's impact on those audiences.
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Develop and deploy research-based practical solutions for a company using online media to achieve defined objectives of the communication while taking into account budgetary restrictions and the expected effects of actions
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Describe the methods and tools that can be used in evaluating the effectiveness of corporate online communication market.
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Prerequisite
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Prior courses in marketing and/or advertising are desired but not required.
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Examination
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.
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Internet Marketing:
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Type of test
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Home Assignment
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Marking scale
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7-step scale
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Second examiner
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No second examiner
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Exam period
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Winter Term
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Aids
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Please, see the detailed regulations below
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Duration
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Please, see the detailed regulations below
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Project/ home assignment, 15 pages written individually
Re-take exam: project/home assignment,15 pages written individually
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Course content
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Course content will consist of internet marketing fundamentals, internet marketing strategy development, the implementation and practice of internet marketing, and five special topics on internet advertising. Theoretical and practical knowledge is provided about models, methods, and frameworks for a company's use of internet media in the marketing of products, services, brands, etc., in advertising, by creating user communities, through viral campaign actions, mobile applications (apps) etc. Course content will also include how the evaluation of these actions is carried out.
Special topics will cover five different kinds of internet advertising:
1. Search Engine Marketing
2. Social Media Marketing
3. Mobile Marketing
4. In-Game Advertising and Advergaming
5. Altered / Virtual/ Augmented Reality Advertising
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Teaching methods
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.
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Student workload
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Lectures
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15
hours
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Exercises
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15
hours
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Preparation for lectures and exercises
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64
hours
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Project Report
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40
hours
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Project Exam
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91
hours
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Expected literature
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Chaffey, D., Ellis-Chadwick, F., Mayer, R., & Johnston, K. (2009).
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Internet Marketing: Strategy, Implementation and Practice
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Financial Times/Prentice Hall.
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500
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Clemens, E (2009)
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Why Internet Advertising Will Fail
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TechCrunch
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5
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Lindqvist, U.,
Bjørn-Andersen, N., Kaldalóns, Ö.,
Krokan, A., &
Persson, C. (2009)
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NICe Project Report on "e-Media"
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Nordic Innovation Center
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15
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Fain, D., & Pedersen, J. (2006)
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Sponsored search: A brief history.
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Bulletin of the American Society for Information Science and Technology, 32(2), 12-13.
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3
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Enquiro
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Into the Mind of the Searcher
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Whitepaper from Enquiro Research www.enquiroresearch.com
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30
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Solis, B. (2007).
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The Social Media Manifesto – Integrating Social Media into Marketing Communications
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Whitepaper by Brain Solis
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11
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Wetpaint & Altimeter. (2009).
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The World's Most Engaged Brands. Who is Most Engaged?
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Industry Research Report by Wetpaint & Altimeter.
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19
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Tsang, M., Ho, S., & Liang, T. (2004).
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Consumer attitudes toward mobile advertising: An empirical study.
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International Journal of Electronic Commerce, 8(3), 65-78.
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14
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Mobile Marketing Assiociation
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Guidelines to Mobile Marketing
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Whitepaper
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30
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Vedrashko, I. (2006).
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Advertising in Computer Games.
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Unpublished Masters' Thesis. Massachusetts Institute of Technology.
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80
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Hemp, P. (2006).
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Avatar-based marketing.
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Harvard Business Review, 84(6), 48-57
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9
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Saunter, T. (2009)
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Assessing an Augmented Future: What is Augmented Reality, What are its Potential Applications in the Entertainment Industry, and What Will its Emergence Mean for the User in Society?
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Digital Cortext
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30
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