English   Danish

2012/2013  BA-DOEK_INM  Internet Marketing

English Title
Internet Marketing

Course information

Language English
Exam ECTS 7.5 ECTS
Type Elective
Level Bachelor
Duration One Semester
Course period Autumn
Changes in course schedule may occur
Wednesday 14.25-17.10, 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, BSc
Course coordinator
  • Social Media Analytics Tools
    Abid Hussain - ITM
  • Overall Course Coordinator
    Ravi Vatrapu - Center for Applied Information and Communication Technology
  • Project Supervision
    Zeshan Ali - ITM
Abid Hussain will provide teaching assistance for Social Media Analytics Tools. Zeshan Ali will provide assistance in relation to project supervision. Administrative contact person is Bodil Sponholtz, ITM (bsp.itm@cbs.dk)
Main Category of the Course
  • Business psychology
  • Information Systems
  • Communication
  • Marketing
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 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:
Type of test Home Assignment
Marking scale 7-step scale
Second examiner No second examiner
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
Student workload
Lectures 15 hours
Exercises 15 hours
Preparation for lectures and exercises 64 hours
Project Report 40 hours
Project Exam 91 hours
Expected literature

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


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


Last updated on 23-04-2012