| 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. |
| Examination |
|
Internet
Marketing:
|
| Exam
ECTS |
7,5 |
| 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 |
|
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