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Introduction to EB22: Online Marketing - advertising , consumers and communities. Outline. Social Introductions (on Facebook) Course Description Objectives Learning Outcomes Content Literature Examination Activities Learning Technologies Pedagogical Contract.

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outline

Outline

Social Introductions (on Facebook)

Course Description

Objectives

Learning Outcomes

Content

Literature

Examination

Activities

Learning Technologies

Pedagogical Contract

social introductions facebook

Social Introductions(facebook)

Name

Place

Degree Program, Year & Semester

Professional Affiliation

If you would like to share, about your hobbies

Academic Interests

Professional Interests

Prior experience with Online Marketing

Course expectations

slide8

CourseDescription: Objectives

Insight into modern psychological theories and models dealing with the modern and postmodern consumer

Understand the socio-technical context within which the consumer is situated online. Online communities are an essential part of that context

Understand New Media from the consumer / user perspective and marketing in them from a corporate perspective

slide9

Course Description: Learning Outcomes

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

slide10

Course Description: Learning Outcomes

Identify and analyze a specific problem for a company's communications and interaction with defined target groups and segments, and explain 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 (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. 

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Course Description: Content

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.

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Course Description: Content

Special topics will cover six different kinds of internet advertising:

1. Search Engine Marketing

2. Social Media Marketing

3. Viral Marketing (incl. Flash Mob Marketing)

4. Mobile Marketing

5. In-Game Advertising and Advergaming

6. Augmented Reality Advertising

course description literature

Course Description: Literature

Two Textbooks

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

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

Research Papers

Trade Reports

Popular Press Articles

course description examination

Course Description: Examination

External examiner, 7-point marking scale

B4: Oral examination with written work but without time for preparation at the exam

course description examination1

Course Description: Examination

The Danish 7-point Marking Scale

12 (Excellent): For an excellent performance displaying a high level of command of all aspects of the relevant material, with no or only a few minor weaknesses. (ECTS A)10 (Very good): For a very good performance displaying a high level of command of most aspects of the relevant material, with only minor weak- nesses. (ECTS B)7 (Good): For a good performance displaying good command of the relevant material, but also some weaknesses. (ECTS C)4 (Fair): For a fair performance displaying some command of the relevant material, but also some major weaknesses. (ECTS D)02 (Adequate): For a performance meeting only the minimum requirements for acceptance. (ECTS E)00 (Inadequate): For a performance which does not meet the minimum requirements for acceptance. (ECTS Fx)-3 (Poor): For a performance which is unacceptable in all respects. (ECTS F)

course description activities

Course Description: Activities

Thursdays

14:00 – 16:00: Lectures (w/ mini-breaks)

16:00 – 18:00: Exercises (w/ mini-breaks)

Total of 24 Lectures (12 weeks of 2 lectures each)

Slide Decks and Lecture Videos

20 exercises (10 weeks of 2 exercise activities each)

Interactive exercises, experience reports, experiments, simulations, demos etc…

course description learning technologies

Course Description: learning technologies

Course Portal

http://www.itu.dk/people/rkva/2011-Spring-EB22/

Course Blog

http://www.itu.dk/courses/EB22/F2011/

Blended Learning

Facebook Group on EB22

http://www.facebook.com/group.php?gid=133258548012

Etherpad(links will be emailed)

http://typewith.me/iFbHazw8pd

pedagogical contract

Pedagogical Contract

Considerate Social Behavior

Innovative Pedagogical Techniques

Meaningful learning activities

Intrinsic and/or Extrinsic Motivation

Participation & Engagement

Critical Reading, Thinking, and Writing