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2013/2014  KAN-CM_A141  Online marketing

English Title
Online marketing

Course information

Language English
Exam ECTS 7.5 ECTS
Type Elective
Level Full Degree Master
Duration One Semester
Course period Autumn
Changes in course schedule may occur
Wednesday 11.40-14.15, week 36-41, 43-47
Time Table Please see course schedule at e-Campus
Max. participants 80
Study board
Study Board for MSc in Economics and Business Administration
Course coordinator
  • Lars Bech Christensen - Department of Marketing (Marketing)
Administrator: Helle Bunde - hbu.marktg@cbs.dk
Main academic disciplines
  • Communication
  • Marketing
Last updated on 24-06-2013
Learning objectives
At the end of the course the excellent student is expected to be able to:
• Describe and be able to discuss the assumptions that underlie the study of online consumer behavior, advertising, promotion and branding, with a primary focus on online elements and Internet presence, and the individual models, concepts, theories and practices presented throughout the course
• Apply these models singly or combined to fit the concrete case situation under study
• Identify and analyse the relationship between relevant models, concepts and theories from curriculum
• Critically assess the value and relevance of models, concepts and theories presented through the course in relation to their practical application in relevant cases
Course prerequisites
A basic knowledge and understanding of marketing and consumer behavior is a good preparation for this course.
Oral exam based on group miniproject:
Examination form Oral exam based on written product

In order to participate in the oral exam, the written product must be handed in before the oral exam; by the set deadline. The grade is based on an overall assessment of the written product and the individual oral performance.
Individual or group exam Individual
Size of written product Max. 15 pages
Assignment type Project
Written product to be submitted on specified date and time.
20 min. per student, including examiners' discussion of grade, and informing plus explaining the grade
Preparation time No preparation
Grading scale 7-step scale
Examiner(s) Internal examiner and second internal examiner
Exam period Winter Term
Make-up exam/re-exam
Same examination form as the ordinary exam
Course content and structure

The course looks at contemporary approaches to communication and consumer behavior, departing in advertising and communication practices in online interactive media. Consumers’ onlinebehaviorand the firm / the marketers’ activities to interact with or influence these directly or through external agencies, affiliates, as well as different online media vehicles, will be examined, including companies’ possibilities for using online media for market research purposes and relationship building (direct marketing).

Progression of the course: The starting point is the consumer and his/her media use, based in theories of online consumer psychology and culture. Based on this, companies’ actions online in terms of short term advertising and promotional efforts, as well as long term branding efforts are analyzed and discussed. Topics and themes include online advertising campaigns (banner advertising, affiliate and online sponsoring, viral campaigns, etc.), online branding and IMC(Integrated Marketing Communication), online business models, and market research issues related to online marketing (online consumer surveying).

The aim of the course is to give students insight into newer psychological theories and models concerning the modern and postmodern consumer’s usage of online media in a socio-cultural context.Furthermore, the course aims at giving students deep theoretical as well as practical insights into the area of online advertising, promotion and branding, covering relevant types of online marketing channels (banner advertising, search-engine marketing, viral, direct marketing, etc), media-specific strengths and weaknesses for marketing communication, setting objectives, effects and evaluation. Also, the course aims to give insights into contemporary online market research methodology.


The course's debvelopment of personal competences:

The course aims at developing students’ competencies within relevant areas of online marketing and marketing communication. These include deciding on appropriate online media for reaching set marketing objectives, setting online media strategy, as well as knowledge within the field of online media marketing performance evaluation, and online market research.

Teaching methods
The course is given in 3-hour lecture form, with cases and classwork, by academic staff and selected guest lecturers.
Expected literature

Chaffey and Ellis-Chadwick, Mayer, and Johnston (2012). Internet Marketing ( 5th Edt.). Prentice Hall.

Hoffman, D.L. & Novak, T.P. (1996). Marketing in hypermedia computer‐mediated environments. Journal of Marketing, 60(JulZ), 50‐68.

Louisa Ha and Kim McCann (2008). An integrated model of advertising clutter in offline and online media. International Journal of Advertising, 27(4), 569‐592.

Micu, A.C. (2005). How did this ad get in my browser? A theoretical examination of online targeting and segmentation practices as they relate to media planning on the internet. American Academy of Advertising conference proceedings, 2005. 208‐218.

Hollis, Nigel (2005). Ten Years of Learning on How Online Advertising Builds Brands. Journal of Advertising Research, (June). 255‐268.

Holbrook, M.B. & Hirschman, E.C. (1982). The experiential aspects of consumption: Consumer fantasies, feelings and fun. Journal of Consumer Research, 9(2), 132‐140.

Holt, D. (1995). How consumers consume: A typology of consumption practices. Journal of Consumer Research, 22(1), 1‐16.

Novak, T.P., Hoffman, D.L., & Duhachek, A. (2003). The influence of goal‐directed and experiential activities on online flow experiences. Journal of Consumer Psychology, 13(1‐2), 3‐16.

Muniz, A.M., Schau, H.J. (2007). Vigilante Marketing and Consumer‐Created Communications. Journal of Advertising 36(3) Fall 2007. 35‐50.

Barnes, S.J., Bauer, H.H., Neumann, M.M. & Huber, F. (2007). Segmenting cyberspace: A customer typology for the internet. European Journal of Marketing, 41(1/2), 71‐93.

Shelly Rodgers (2003). The effects of sponsor relevance on consumer reactions to internet sponsorships. Journal of Advertising, 32(4). 67‐76.

Peltier, James W., Schibrowsky, John A. and Schultz, Don E.(2003). Interactive integrated marketing communication: Combining the power of IMC, the new media and database marketing. International Journal of Advertising, Vol. 22 Issue 1, p93‐115.

Porter, Steven, Whitcomb, Michael E. (2003).The impact of contact type on web survey response rates. Public Opinion Quarterly 67. 579-588.

McDonald, Heath, Adam, Stewart (2003). A comparison of online and postal data collection methods in marketing research. Marketing Intelligence and Planning 21/2. 85-95.

Riva, Giuseppe, Teruzzi, Tiziana, Anolli, Luigi (2003). The Use of the Internet in Psychological Research: Comparison of Online and Offline Questionnaires. CyberPsychology and Behavior 6/1. 73-80.

Last updated on 24-06-2013