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CM A141 - Online Marketing* "CLOSED FOR FURTHER ENROLLMENT"

Faculty
Lars Bech Christensen, Niels Kornum, Suzanne C. Beckmann
Course Coordinator
Lars Bech Christensen
Prerequisite/progression of the course
A basic knowledge and understanding of marketing and consumer behavior is a good preparation for this course.
Course content, structure and teaching
Consumers’, users’, customers’ online behavior and the firm / the advertisers activities to interact with or influence these directly or through external agencies, affiliates or communities.
The course will start out with examining online behavior from the consumers, users and / or customers perspective and gradually include more interaction with and influence from the firm or external partners.
Progression of course:
The first theme will be online consumer psychology and culture. The next theme will relate to online communities, first the types of communities that are initiated by user and next the firm-initiated communities. The last but largest theme will be Internet advertising. Besides introducing integrated marketing communications (IMC) in the beginning of this theme, the theme will progress from the types of advertising that facilitate direct interaction with consumers and communities, via types that facilitate transactions, and types that inform or assess (firm’s capabilities like consumer reviews), to types that initiate contact (McMillan 2007)

The aim of the course is to give students insight into newer psychological theories and models concerning the modern and postmodern consumer’s usage of online media in a socio-cultural context. Online communities are an important aspect of online media usage, and focus is therefore directed towards the significance of online communities from a user perspective, as well as from the company’s marketing perspective i.e. building relationships and loyalty. Furthermore, the course aims at giving students deep theoretical as well as practical insights into the area of online advertising and promotion, covering relevant types of online marketing channels (banner advertising, search-engine marketing, viral, e-mail, newsletter, etc), media-specific strengths and weaknesses for marketing communication, setting objectives, effects and evaluation.

Teaching will be lectures given by academic staff at the department of marketing, along with topical lectures by guest speakers from selected companies
The course's development of personal competences
The course aims at developing students’ competencies within relevant areas of online marketing and marketing communication. These include deciding on appropriate online media for reaching set marketing objectives, setting online media strategy, as well as knowledge within the field of online media marketing performance evaluation.
Learning Objectives
At the end of the course the excellent student is expected to be able to:
  • Describe and be able to discuss the assumptions that underlie the study of advertising, consumer and communities, with a primary focus on online elements and Internet presence, and the individual models, concepts and theories presented throughout the course
  • Apply these models singly or combined to fit the concrete case situation under study
  • Identify and analyse the relationship between relevant models, concepts and theories from curriculum
  • Critically assess the value and relevance of models, concepts and theories presented through the course in relation to their practical application in relevant cases
Type of examination, exam aids and assessment
Oral exam on the basis of a miniproject (individual or in groups of 2-4 students).
Recommended literature
  • Schumann, D.W. & E.Thorson (edt.) Internet Adverstising: Theory and Research. Mahwah, NJ: Lawrence Erlbaum Assoiciates, Publishers. 2007.
  • Haugtvedt, C.P, K.A.Machleit and R.F.Yalch (edt.) Online Consumer Psychology: Understanding and Influencing Consumer Behaviour in the Virtual World. Mahwah, NJ: Lawrence Erlbaum Assoiciates, Publishers. 2005.
  • Hoffman, D.L. & Novak, T.P. (1996). Marketing in hypermedia computer-mediated environments. Journal of Marketing, 60(July), 50-68.
  • Paul Dwyer (2007), Measuring the value of electronic word of mouth and its impact in consumer communities. Journal of Interactive Marketing, Vol. 21, No. 2,pp. 63-79
  • Wagner et al. (2009) Assessing digital social networks for marketing Communication. The case of MySpace.com. EMAC Proceedings, Nantes
  • Louisa Ha and Kim McCann (2008). An integrated model of advertising clutter in offline and online media. International Journal of Advertising, 27(4), 569-592.
  • Hollis, Nigel (2005). Ten Years of Learning on How Online Advertising Builds Brands. Journal of Advertising Research, (June). 255-268.
  • Micu, A.C. (2005). How did this ad get in my browser? A theoretical examination of online targeting and segmentation practices as they relate to media planning on the internet. American Academy of Advertising conference proceedings, 2005. 208-218.
  • Novak, T.P., Hoffman, D.L., & Yung, F. (2000). The influence of goal-directed and experiential activities on online flow experiences. Journal of Consumer Psychology, 13(1-2), 3-16.
  • Other selected articles.

Last updated by The Electives Office 18/08/2010