DØK INM - Internet Marketing*

Faculty
Ravi Vatrapu

Course Coordinator
Ravi Vatrapu

Prior courses in marketing and/or advertising are desired but not required.

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 scepticism with respect to internet marketing. This course seeks to redress this situation by through a scientific research based inquiry into internet marketing.
Course content will consist of internet marketing fundamentals, internet marketing strategy development, the implementation and practice of internet marketing, 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

Knowledge: Online marketing, internet advertising, online consumer psychology, and social media

Skills: Critical reading and reporting of online marketing research

Abilities: To create and assess internet advertisements

Objectives:

Learning Outcomes:

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. Understand 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.

Project/home assignment. Re-take exam: project/home assignment.

15 pages, written individually

Recommended Literature: (Total Pages: 766)