IT-Universitetet i København
  Tilbage Kursusoversigt
Kursusnavn (dansk):B22 Online marketing - reklame, forbrugere og communities 
Kursusnavn (engelsk):B22 Online marketing - advertising, consumers and communities 
Semester:Efterår 2010 
Udbydes, e-business (ebuss) 
Omfang i ECTS:7,50 
Min. antal deltagere:20 
Forventet antal deltagere:30 
Maks. antal deltagere:50 
Formelle forudsætninger:B12 Marketing and E-business
or insight into advertising and marketing
or relevant professional experience
or curiosity and motivation to learn and apply new knowledge and skills.
Moreover the student must always meet the admission requirements of the IT University.
Læringsmål:By the end of the course, students should be able to:

1. Explain the modern consumer's use of the Internet and particularly the Internet's role as facilitator of online communities.

2. Discuss the assumptions underlying the study of advertising, consumers and communities with a primary focus on the theories, models, and concepts 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 communication and interaction with defined target groups and segments, and explain the Internet's impact on those audiences.

5. Develop, deploy and evaluate an online marketing campaign for a company to achieve the desired criteria of effectiveness (new customer acquisition, top-of-mind, relationship building, etc..) while taking into account budgetary restrictions and market competition.

6. Describe the methods and tools that can be used in evaluating the effectiveness of online marketing campaigns.
Fagligt indhold:The digital revolution continues to have a substantial impact on all aspects of business and marketing is no exception to this. The digital revolution resulted in the vertical convergence of business channel capacities and the horizontal integration of marketing communications. However, at present there is both uncritical enthusiasm as well as skepticism with respect to online marketing. This course seeks to redress this situation through a theoretical and empirical inquiry into online marketing.

Course content will consist of theories and empirical studies of online consumer psychology, internet advertising, online communities, and six 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, for creating user communities, designing viral campaign actions, developing mobile applications (apps) etc. Course content will also include the ongoing development of evaluation metrics for these online marketing campaigns.

Special topics will cover six different kinds of online marketing/internet advertising:
1. Search Engine Marketing (including search engine optimization)
2. Social Media Marketing (including flash mob marketing)
3. Viral Marketing (emails and videos)
4. Mobile Marketing
5. In-Game Advertising and Advergaming
6. Virtual/Augmented Reality Advertising
Læringsaktiviteter:12 forelæsninger + lejlighedsvis øvelser i forbindelse med undervisningen

12 lecture series + 10exercises
Lectures will be recorded and made available after class. Exercises will consist of:

(1) small-group in-class exercises on Etherpad ( and

(2) individual exercises on the Facebook group page for the class.

For an example of how these learning activities work, kindly examine the products of the Spring 2010 offering of this course at

Eksamensform og -beskrivelse:X. experimental examination form (7-scale; external exam), 7-trins-skala, Ekstern censur

External examiner, 7-point marking scale, B4: Oral examination with written work but without time for preparation at the exam  

Litteratur udover forskningsartikler:Haugtvedt, C., Machleit, K., &Yalch, R. (2005). Online consumer psychology: understanding and influencing consumer behavior in the virtual world: Lawrence Erlbaum Associates.

Schumann, D., & Thorson, E. (2007). Internet Advertising: Theory and Research: Lawrence Erlbaum Associates.

Note: Textbooks and research articles will be complemented by a wide variety of industry trade reports, consultancy research reports and popular press articles during the exercises.
Afholdelse (tid og sted)
Kurset afholdes på følgende tid og sted:
Onsdag 09.00-12.00 Forelæsning ITU ScrollBar
Onsdag 13.00-16.00 Øvelser ITU ScrollBar

Eksamen afholdes på følgende tid og sted:
2011-01-11 Tidspunkt oplyses senere Mundtlig eksamen ITU 2A18
2011-01-12 Tidspunkt oplyses senere Mundtlig eksamen ITU 2A18
2011-01-13 Tidspunkt oplyses senere Mundtlig eksamen ITU 2A18