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2012/2013  BA-DOEK_HU2D  Internet Marketing

English Title
Internet Marketing

Course information

Language English
Exam ECTS 7.5 ECTS
Type Elective
Level Bachelor
Duration Summer
Course period NOTE: The course Schedule is at the moment ONLY available at www.cbs.dk/summer
Time Table Please see course schedule at e-Campus
Study board
Study Board for BSc/MSc in Business Administration and Information Systems, BSc
Course coordinator
  • Faculty - Ravi Vatrapu, CBS
    Patricia Plackett - Department of Operations Management
Main Category of the Course
  • Information Systems
Last updated on 23-04-2012
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.
Internet Marketing
Project/ Home Assignment, 10 A4 pages:
Type of test Home Assignment
Marking scale 7-step scale
Second examiner No second examiner
Exam period Summer Term
Aids Please, see the detailed regulations below
Duration Please, see the detailed regulations below
10 A4 pages Project/Home Assignment (Individually written)

No supervision hours.

Course content
Course content, structure, and teaching:
The digital revolution continues to have a tremendous impact on all aspects of business and advertising is no exception. The digital revolution resulted in the vertical convergence of business channel capacities and the horizontal integration of marketing communications. However, at present there is much uncritical enthusiasm as well as scepticism with respect to internet marketing. This course seeks to redress this situation by through a scientific research based inquiry into internet marketing.

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 eight different kinds of internet advertising:
  1. Search Engine Marketing
  2. Social Media Marketing
  3. Viral Marketing
  4. Flash Mob Marketing
  5. Mobile Marketing
  6. In-Game Advertising
  7. Advergaming
  8. Augmented Reality Advertising

The course’s development of personal competences:
Knowledge: Online marketing, internet advertising, online consumer psychology, and social media
Skills:Critical reading and reporting of online marketing research
Abilities: To create and assess internet advertisements

Teaching methods
Lectures, seminars, exercises, case study discussions, and project work
Expected literature
Required course readings and literature:
Authors Title Publisher Pages
Chaffey, D., Ellis-Chadwick, F., Mayer, R., & Johnston, K. (2011). 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
Total:     766
Last updated on 23-04-2012