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2010/2011  BA-DOEK_INM  Internet Marketing

English Title
Internet Marketing

Course Information

Language English
Point 7,5 ECTS (225 SAT)
Type Elective
Level Bachelor
Duration One Semester
Course Period Autumn
Pending schedule: Wed.:14.25-17.00, week: 36-41, 43-46
Time Table Please see course schedule at e-Campus
Study Board
Study Board for BSc/MSc in Business Administration and Information Systems
Course Coordinator
Ravi Vatrapu - vatrapu@cbs.dkSecretary Bodil Sponholtz - bsp.caict@cbs.dk
Main Category of the Course
  • Marketing
  • Business psychology
  • Information Systems
  • Communication

Taught under Open University-Taught under open university.
Last updated on 29 maj 2012
Learning Objectives
By the end of the course, students should be able to:
  • Explain the modern consumer's use of the Internet generally, and particularly the Internet's role as facilitator of online communities.
  • 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.
  • Understand and analyze the relationships between models, concepts and theories presented in the curriculum.
  • 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.
  • Develop and deploy research-based practical solutions for a company using online media to achieve defined objectives of the communication (achieving penetration, top-of-mind, relationship building, etc..) while taking into account budgetary restrictions and the expected effects of actions.
  • Describe the methods and tools that can be used in evaluating the effectiveness of corporate online communication market.
Prior courses in marketing and/or advertising are desired but not required.
Project/ home assignment, 15 pages
Exam Period Winter Term
Project/home assignment. Re-take exam: project/home assignment.
15 pages, written individually
Prerequisites for Attending the Exam
Course Content

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


Chaffey, D., Ellis-Chadwick, F., Mayer, R., & Johnston, K. (2009).

Internet Marketing: Strategy, Implementation and Practice

Financial Times/Prentice Hall.


Clemens, E (2009)

Why Internet Advertising Will Fail



Lindqvist, U.,

Bjørn-Andersen, N., Kaldalóns, Ö.,

Krokan, A., &

Persson, C. (2009)

NICe Project Report on "e-Media"

Nordic Innovation Center


Fain, D., & Pedersen, J. (2006)

Sponsored search: A brief history.

Bulletin of the American Society for Information Science and Technology, 32(2), 12-13.



Into the Mind of the Searcher

Whitepaper from Enquiro Research www.enquiroresearch.com


Enquiro Research

The Rise of the Digital Native

Whitepaper from Enquiro Research, www.enquiroresearch.com


Solis, B. (2007).

The Social Media Manifesto – Integrating Social Media into Marketing Communications

Whitepaper by Brain Solis


Wetpaint & Altimeter. (2009).

The World's Most Engaged Brands. Who is Most Engaged?

Industry Research Report by Wetpaint & Altimeter.


Tsang, M., Ho, S., & Liang, T. (2004).

Consumer attitudes toward mobile advertising: An empirical study.

International Journal of Electronic Commerce, 8(3), 65-78.


Mobile Marketing Assiociation

Guidelines to Mobile Marketing



Vedrashko, I. (2006).

Advertising in Computer Games.

Unpublished Masters' Thesis. Massachusetts Institute of Technology.


Hemp, P. (2006).

Avatar-based marketing.

Harvard Business Review, 84(6), 48-57


Saunter, T. (2009)

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?

Digital Cortext