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 2012 
Udbydes under:cand.it., e-business (ebuss) 
Omfang i ECTS:7,50 
Kursussprog:Engelsk 
Kursushjemmeside:https://learnit.itu.dk 
Min. antal deltagere:20 
Forventet antal deltagere:30 
Maks. antal deltagere:75 
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 knowledge. 
Læringsmål: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. Discuss 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. 
Fagligt indhold: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 skepticism with respect to online marketing in general and internet advertising in particular. This course seeks to redress this situation by through a scientific research based inquiry into online marketing.

Course content will consist of theories and empirical studies of online consumer psychology, internet advertising, online communities, 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/ Augmented Reality Advertising 
Læringsaktiviteter:12 forelæsninger + lejlighedsvis øvelser i forbindelse med undervisningen

Lectures will be recorded and made available after class. Exercises will consist of:

(1) small-group in-class exercises on Etherpad (http://www.etherpad.com) 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 Fall 2009 offering of this course at http://www.itu.dk/people/rkva/EB22/ 

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

 

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: The textbook and research articles will be complemented by a wide variety of industry trade reports, consultancy research reports and popular press artcicles during the exercises. 
 
Afholdelse (tid og sted)
Kurset afholdes på følgende tid og sted:
UgedagTidspunktForelæsning/ØvelserStedLokale
Mandag 12.00-13.50 Forelæsning ITU 2A12
Mandag 14.00-15.50 Øvelser ITU 2A12

Eksamen afholdes på følgende tid og sted:
EksamensdatoTidspunktEksamenstypeStedLokale
2012-11-21 Tidspunkt oplyses senere Skriftlige arbejder ITU Lokale oplyses senere
2013-01-04 Tidspunkt oplyses senere Mundtlig eksamen ITU AUD4
2013-01-07 Tidspunkt oplyses senere Mundtlig eksamen ITU AUD4
2013-01-08 Tidspunkt oplyses senere Mundtlig eksamen ITU AUD4
2013-01-09 Tidspunkt oplyses senere Mundtlig eksamen ITU AUD4