IT-Universitetet i København
 
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Kursusbeskrivelse
Kursusnavn (dansk):B22 Online marketing - reklame, forbrugere og communities 
Kursusnavn (engelsk):B22 Online marketing - advertising, consumers and communities 
Semester:Efterår 2009 
Udbydes under:cand.it., e-business (ebuss) 
Omfang i ECTS:7,50 
Kursussprog:Engelsk 
Kursushjemmeside:https://blog.itu.dk/EB22-E2009/ 
Min. antal deltagere:20 
Forventet antal deltagere:30 
Maks. antal deltagere:50 
Formelle forudsætninger:Insight into advertising and marketing
Relevant professional experience
and/or
B12 Marketing and E-business 
Læringsmål:Course objective is to give students an insight into modern psychological theories and models dealing with the modern and postmodern consumer and understand the socio-cultural context within which the consumer is situated online. Online communities are an essential part of that context. The course focus is on the importance of online communities from the consumer / user perspective and their marketing from a corporate perspective. Course aims to provide deep insight into the advertising on the Internet, including formatting, effects, and provide insight into quantitative and qualitative methods to be used for campaign evaluation. Thus, the course will make the student able to act as agents in relation to choice of media and marketing strategy in an online context.

After this course the student should be able to:
- Explain the modern consumer's use of the Internet generally, and particularly the Internet's role as facilitator of social and cultural communities (eg. online communities) from the syllabus.
- 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 theoretical and practical-based 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.
- Describe the methods and tools that can be used in evaluating the effectiveness of corporate online communication market. 
Fagligt indhold:Course content is primary theories in marketing and consumer / user theory, with particular focus on Internet media, and theories of power and power measurement of online marketing communication. Course content will convey and examine the several theoretical assumptions about into the individual Internet user, and segments of users. Theoretcial and practical knowledge is achieved about models and methods, frameworks for the company's use of internet media in the marketing of products, services, brands, etc., in advertising, by creating user communities, through viral campaign actions and so on. Course content will also include how the evaluation of these actions are carried out. 
Læringsaktiviteter:12 forelæsninger + lejlighedsvis øvelser i forbindelse med undervisningen

12 lecture times

Lessons 12x3 + 7x2 hours exercises
 

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

 

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

Haugtvedt, C., Machleit, K., Yalch, R., & Corporation, E. (2005). Online Consumer Psychology: Understanding and Influencing Consumer Behavior in the Virtual World: Lawrence Erlbaum Associates. (Excerpts)

The above two textbooks will be complemented with state of the art research articles.



 
 
Afholdelse (tid og sted)
Kurset afholdes på følgende tid og sted:
UgedagTidspunktForelæsning/ØvelserStedLokale
Onsdag 09.00-12.00 Forelæsning ITU 3A18
Onsdag 13.00-16.00 Øvelser ITU 3A18

Eksamen afholdes på følgende tid og sted:
EksamensdatoTidspunktEksamenstypeStedLokale
2009-11-18 Senest kl. 15.00 Skriftlige arbejder ITU EBUSS-sekretariatetet, Studieadministrationen
2010-01-14 9:00-16:00 Mundtlig eksamen ITU Lokale oplyses senere
2010-01-15 9:00-16:00 Mundtlig eksamen ITU Lokale oplyses senere