English   Danish

2011/2012  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
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 - Center for Applied Information and Communication Technology
Main Category of the Course
  • Business psychology
  • Information Systems
  • Communication
  • Marketing

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 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.
Prerequisite
Prior courses in marketing and/or advertising are desired but not required.
Examination
.
Internet Marketing:
Assessment Home Assignment
Marking Scale 7-step scale
Censorship No censorship
Exam Period Winter Term
Aids Please, see the detailed regulations below
Duration Please, see the detailed regulations below
Project/ home assignment, 15 pages written individually

Re-take exam: project/home assignment,15 pages written individually
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

Teaching Methods
.
Literature

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

Internet Marketing: Strategy, Implementation and Practice

Financial Times/Prentice Hall.

500

Clemens, E (2009)

Why Internet Advertising Will Fail

TechCrunch

5

Lindqvist, U.,

Bjørn-Andersen, N., Kaldalóns, Ö.,

Krokan, A., &

Persson, C. (2009)

NICe Project Report on "e-Media"

Nordic Innovation Center

15

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

Sponsored search: A brief history.

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

3

Enquiro

Into the Mind of the Searcher

Whitepaper from Enquiro Research www.enquiroresearch.com

30

Enquiro Research

The Rise of the Digital Native

Whitepaper from Enquiro Research, www.enquiroresearch.com

20

Solis, B. (2007).

The Social Media Manifesto – Integrating Social Media into Marketing Communications

Whitepaper by Brain Solis

11

Wetpaint & Altimeter. (2009).

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

Industry Research Report by Wetpaint & Altimeter.

19

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

Consumer attitudes toward mobile advertising: An empirical study.

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

14

Mobile Marketing Assiociation

Guidelines to Mobile Marketing

Whitepaper

30

Vedrashko, I. (2006).

Advertising in Computer Games.

Unpublished Masters' Thesis. Massachusetts Institute of Technology.

80

Hemp, P. (2006).

Avatar-based marketing.

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

9

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

30