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DØK HU2D - Internet Marketing

Faculty
Ravi Vatrapu, CBS

Course Coordinator
ISUP Secretariat

Prerequisite/progression of the course

None.

Aim of the course
  1. Insight into modern psychological theories and models dealing with the modern and postmodern consumer.
  2. Understand the socio-technical context within which the consumer is situated online. Social media are an essential part of that context.
  3. Course focus is on the importance of Internet and social media from the consumer / user perspective and their marketing from a corporate perspective.
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 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/ Argumented 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

Learning Objectives

By the end of the course, students should be able to:

  1. Explain the modern consumer's use of the Internet generally, and particularly the Internet's role as facilitator of online communities.
  2. 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.
  3. Understand and analyze the relationships between models, concepts and theories presented in the curriculum.
  4. 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.
  5. 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.
  6. Describe the methods and tools that can be used in evaluating the effectiveness of corporate online communication market.
Examination

Final exam: Project/home assignment (written individually), 10 A4 pages.

Re-take exam: Project/home assignment (written individually), 10 A4 pages.

Recommended literature

Chaffey, D., Ellis-Chadwick, F., Mayer, R., & Johnston, K. (2009): Internet Marketing: Strategy, Implementation and Practice. Financial Times/Prentice Hall.

Articles:

  • Clemens, E (2009): Why Internet Advertising Will Fail. TechCrunch.
  • 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.
  • Enquiro: Into the Mind of the Searcher. Whitepaper from Enquiro Research, www.enquiroresearch.com.
  • Enquiro Research: The Rise of the Digital Native. 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. Whitepaper.
  • 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 by ISUP Secretariat 29/01/2010