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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.
Social Introductions (on Facebook)
Degree Program, Year & Semester
If you would like to share, about your hobbies
Prior experience with Online Marketing
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
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
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.
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 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
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
Popular Press Articles
External examiner, 7-point marking scale
B4: Oral examination with written work but without time for preparation at the exam
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)
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…
Facebook Group on EB22
Etherpad(links will be emailed)
Considerate Social Behavior
Innovative Pedagogical Techniques
Meaningful learning activities
Intrinsic and/or Extrinsic Motivation
Participation & Engagement
Critical Reading, Thinking, and Writing