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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 (achieving penetration, top-of-mind, relationship building, etc..) 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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Internet Marketing
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Project/ Home Assignment, 10 A4 pages:
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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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Summer 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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10 A4 pages Project/Home Assignment (Individually written)
No supervision hours.
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Course content
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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:
- Search Engine Marketing
- Social Media Marketing
- Viral Marketing
- Flash Mob Marketing
- Mobile Marketing
- In-Game Advertising
- Advergaming
- 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
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Teaching methods
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Lectures, seminars, exercises, case study discussions, and project work
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Expected literature
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Required course readings and literature:
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Authors
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Title
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Publisher
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Pages
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| 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
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TechCrunch |
5 |
Lindqvist, U.,
Bjørn-Andersen, N., Kaldalóns, Ö.,
Krokan, A., &
Persson, C. (2009) |
NICe Project Report on "e-Media"
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Nordic Innovation Center |
15 |
| Fain, D., & Pedersen, J. (2006) |
Sponsored search: A brief history.
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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
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Whitepaper by Brain Solis |
11 |
| Wetpaint & Altimeter. (2009). |
The World's Most Engaged Brands. Who is Most Engaged?
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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.
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Unpublished Masters' Thesis. Massachusetts Institute of Technology.
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80 |
| Hemp, P. (2006). |
Avatar-based marketing. |
Harvard Business Review, 84(6), 48-57
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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
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30 |
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Total:
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766
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