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2013/2014  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 schedule may occur.
Wednesday 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, BSc
Course coordinator
  • Ravi Vatrapu - Department of IT Mangement (ITM)
Administrative contact person is Jeanette Hansen at ITM (jha.itm@cbs.dk).
Main academic disciplines
  • Business psychology
  • Information Systems
  • Communication
  • Marketing
Last updated on 15-04-2013
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.
Course prerequisites
Prior courses in marketing and/or advertising are desired but not required.
Internet Marketing:
Examination form Home assignment - written product
Individual or group exam Individual
Size of written product Max. 15 pages
Assignment type Written assignment
Duration Written product to be submitted on specified date and time.
Grading scale 7-step scale
Examiner(s) One internal examiner
Exam period Winter Term
Make-up exam/re-exam
Same examination form as the ordinary exam
Description of the exam procedure
Project/ home assignment, 15 pages written individually
Re-take exam: project/home assignment,15 pages written individually
Course content and structure

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 marketing. 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, 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 carried out.

Special topics will cover five different kinds of internet advertising:
1. Search Engine Marketing
2. Social Media Marketing, Viral Marketing, & Flash-Mob Marketing
3. Mobile Marketing
4. In-Game Advertising and Advergaming
5. Altered / Virtual/ Augmented Reality Advertising

Teaching methods
Lectures and Exercises
Student workload
Lectures 30 hours
Exercises 15 hours
Preparation for lectures and exercises 64 hours
Project Report 40 hours
Project Exam 61 hours
Expected literature
Chaffey, D., & Ellis-Chadwick (2012). Digital Marketing: Strategy, Implementation and Practice Pearson, 5th edition 725
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
Vatrapu, R. (2013) Understanding Social Business In K.B. Akhilesh (Ed.), Emerging Dimensions of Technology Management. Springer. 10
Wetpaint & Altimeter. (2009). The World's Most Engaged Brands. Who is Most Engaged? Industry Report by Wetpaint & Altimeter. 19
Shankar, V., &  Balasubramanian, S. (2009) Mobile Marketing: A Synthesis and Prognosis Journal of Interactive Marketing, Volume 23, Issue 2, 118-129, 12
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
Last updated on 15-04-2013