I NTRODUCTION TO EB22: O NLINE M ARKETING - advertising, consumers and communities 1 Ravi K. Vatrapu Director, Computational Social Science Laboratory (CSSL) Associate Professor, Center for Applied ICT (CAICT) Copenhagen Business School Howitzvej 60, 2.10 Frederiksberg, DK-2000, Denmark Thursday, 03-Feb-2011 EB22: Online Marketing: Lecture 01 Auditorium 4, ITU, Copenhagen, Denmark

O UTLINE  Social Introductions (on Facebook)  Course Description  Objectives  Learning Outcomes  Content  Literature  Examination  Activities  Learning Technologies  Pedagogical Contract 2

S OCIAL I NTRODUCTIONS ( 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 3

How many of you have a marketing background? 4 1.Yes 2.No

Do you know of the term AIDA? 5 1.Yes 2.No

Do you know of the concept of hierarchy of effects? 6 1.Yes 2.No

Have you heard of 2D Barcodes? 7 1.Yes 2.No

8  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 C OURSE Description: O BJECTIVES

9 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 C OURSE Description: L EARNING O UTCOMES

10 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. C OURSE Description: L EARNING O UTCOMES

11 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. C OURSE Description: C ONTENT

12 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 C OURSE Description: C ONTENT

C OURSE Description: L ITERATURE  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 13

C OURSE Description: E XAMINATION  External examiner, 7-point marking scale  B4: Oral examination with written work but without time for preparation at the exam 14 Exam Date Time of DayExam Type LocationRoom 2011-April-2709: Written workITU EBUSS-sekretariatet (2E11) 2011-May-30Not availableOral examinationITURoom not available 2011-May-31Not availableOral examinationITURoom not available 2011-June-01Not availableOral examinationITURoom not available 2011-June-03Not available

C OURSE Description: E XAMINATION 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) 15

C OURSE Description: A CTIVITIES  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… 16

C OURSE Description: LEARNING TECHNOLOGIES  Course Portal  Course Blog   Blended Learning  Facebook Group on EB22   Etherpad (links will be ed) 

P EDAGOGICAL C ONTRACT  Considerate Social Behavior  Innovative Pedagogical Techniques  Meaningful learning activities  Intrinsic and/or Extrinsic Motivation  Participation & Engagement  Critical Reading, Thinking, and Writing 18

Discussion 19