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Introduction to EB22: Online Marketing - advertising , consumers and communities

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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Introduction to EB22: Online Marketing - advertising , consumers and communities

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  1. Introduction to EB22: Online Marketing- advertising, consumers and communities

  2. Outline Social Introductions (on Facebook) Course Description Objectives Learning Outcomes Content Literature Examination Activities Learning Technologies Pedagogical Contract

  3. 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

  4. How many of you have a marketing background? • Yes • No

  5. Do you know of the term AIDA? • Yes • No

  6. Do you know of the concept ofhierarchy of effects? • Yes • No

  7. Have you heard of 2D Barcodes? • Yes • No

  8. 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

  9. 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

  10. 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. 

  11. 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.

  12. 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

  13. 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

  14. Course Description: Examination External examiner, 7-point marking scale B4: Oral examination with written work but without time for preparation at the exam

  15. 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)

  16. 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…

  17. 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

  18. Pedagogical Contract Considerate Social Behavior Innovative Pedagogical Techniques Meaningful learning activities Intrinsic and/or Extrinsic Motivation Participation & Engagement Critical Reading, Thinking, and Writing

  19. Discussion

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