ISUP 2010: DØK HU2D - Internet Marketing
|
Internet Marketing is NOT to be done like below: |
Announcements |
Semester:
Summer 2010 (ISUP 2010)
Day &
Time:
Tuesdays and Thursdays
14:25 - 17:00
Room
& Place:
Kilen 2.75,
CBS
Kilevej 14, Frederiksberg, Denmark
Course Description
 |
Contact the teacher:
Ravi Vatrapu
Assistant Professor
Center for Applied ICT (CAICT)
Copenhagen Business School
Phone: +45-2479-4315
Skype: rvatrapu
Email:
vatrapu@cbs.dk (preferred)
Web:
http://www.itu.dk/people/rkva/ |
 |
06-Aug-2010
Project Due by Noon
Project Guidelines
Project Sample#1
Project Sample#2 |
Week#
Date |
Topics |
Readings |
 |
 |
Exercises |
Exercise
Format |
Week
26:
29-June |
Introduction
|
Course Description
|
|
|
Exercise 01:
Critical Reflection on a Personal Product Purchase
|
take-home |
|
Negative
Prognosis on Online Advertising |
Clemons, E. (2009).
Why Advertising is Failing on the Internet? |
 |
|
Exercise 02: History of
Advertising (Part
1,
Part 2)
History of Online
Advertising |
in-class videos |
|
Positive Prognosis on
Online Advertising |
NICe Project
Report on "e-Media" |
 |
|
Exercise
03:
Twitter Effect?
Online Sentiment Analysis |
take-home |
Week 26:
01-July |
Introduction to Internet Marketing |
Ch.01 of Internet Marketing |
 |
|
Exercise 04: World Economic Forum (GCR,
GITR)
Statistics Denmark,
PEW US |
in-class readings and demo |
Internet Micro-Environment
Internet Macro-Environment |
Ch.02 & 03 of Internet Marketing |
 |
|
Exercise 05:
The
Long-Tail |
take-home |
|
Online Consumer Pyschology |
Lecture Notes |
 |
|
Exercise 06: Internet
History (Video 1,
Video 2)
How Internet Works,
On Persuasion |
in-class video |
Week 27:
06-July |
Internet Marketing Strategy |
Ch.04 of Internet Marketing |
 |
|
Exercise 07:
Description of Personal Online Advertising Experience.
See the
Double-Click report and
PBS MediaShift article for descriptive vocabulary. |
take-home |
|
Internet and the Marketing Mix |
Ch.05 of Internet Marketing |
 |
|
Exercise 08:
Change Blindness,
NSFW Video
on Contextual Cuing |
in-class
videos |
Week
27:
08-July |
Customer Relationship Management |
Ch.06 of Internet Marketing |
 |
|
Exercise 09:
Creative Consumer (Part
1,
Part 2,
Part 3,
Part 4) |
in-class videos |
|
Delivering the Online Customer Experience |
Ch.07 of Internet Marketing |
 |
|
Exercise 10: Field
Trip |
field trip :) |
|
Campaign Planning for the Digital Media |
Ch.08 of Internet Marketing |
 |
|
Exercise 11:
Decision
Heuristics Simulations |
in-class simulation |
Week
28:
13-July |
Marketing Communications Using Digital Media Channels |
Ch.09 of Internet Marketing |
 |
|
Exercise 12:
IAB Trade
Report |
take-home |
|
Measurement and Monitoring |
Ch.10 of Internet Marketing |
 |
|
Exercise 13:
Microsoft Advertising's BXD Metric |
in-class |
|
Business-to-Consumer Internet Marketing |
Ch.11 of Internet Marketing |
 |
|
Exercise 14:
Advertising and Perception,
Q&A with Rory
Sutherland |
take-home |
|
Business-to-Business Internet Marketing |
Ch.12 of Internet Marketing |
Exercise 15:
Stanford seminars on people, computers and design |
take-home |
Week
28:
15-July |
Special Topic #1: Search Engine
Advertising |
Sponsored search: A brief history |
 |
|
Exercise 16: Personal
Observations of Search Advertising |
in-class |
| Web
Analytics |
Web
Analytics Primer |
 |
 |
Exercise 17:
Google Web
Analytics youtube Channel |
in-class demo |
| The Psychologics of Internet Search |
Dr. Daniel Russell's Lecture Slides |
 |
 |
Exercise 18:
Into the Mind of the
Searcher |
in-class |
| The Economics of Internet Search |
Varian, H. (2007) |
 |
 |
Exercise 19:
University of California-Berkeley iSchool's i141: Search Engines:
Technology, Society, and Business |
take-home |
|
Paid Search: Google AdWords |
Online Ad Auctions |
 |
 |
Exercise 20: Hands-on With Google Adwords |
take-home |
Week
29:
20-July |
Special Topic #2:
Social Media Marketing |
Mangold, W., & Faulds, D.
(2009)
NICe Project
Report on "e-Media" |
 |
|
Exercise 21: Why
do we share stuff?
Personal Reflection Exercise in-class
and on Facebook.
(Out
of the Past 08:15)
Exercise 22
The Social
Media Manifesto
|
in-class video |
| Social Media |
Patchwork New Media |
 |
 |
Exercise 23:
The Rise of the
Digital Native |
take-home |
|
User Generated Content |
Krishnamurthy, S., & Dou, W.
(2008) |
 |
|
Exercise 24:
OECD Report |
take-home |
Measuring Social
Media Advertising
Mere Presence vs. Critical Engagement |
Murdough, C. (2009) |
 |
|
Exercise 25:
Brand Engagement Report
Design a Social Media Marketing Campaign |
take-home |
Week
29:
22-July |
Special Topic #3:
Viral Marketing |
Patchwork New Media
Larson, R. (2009)
Leskovec, J., Adamic,
L., & Huberman, B. (2007)
Watts, D., Peretti, J.,
& Frumin, M. (2007) |
 |
 |
Exercise 26:
Design and Deploy a Viral Marketing Campaign |
in-class |
| Flashmob Marketing |
Are flashmobs useful in marketing? |
|
|
Exercise 27: Flashmob marketing Videos
Viral Video Charts |
in-class videos |
Week
30:
27-July |
Special Topic #4: Mobile Advertising |
Wireless Networks
(Ch.08
of Online
Consumer Psychology)
|
 |
|
Exercise 28:
Mobile Marketing
Association's Mobile Advertising Overview
Design a Mobile Marketing Campaign |
take-home |
|
Consumer Attitudes towards Mobile Advertising |
Tsang, M., Ho, S.,
& Liang, T. (2004) |
 |
|
Exercise 29: Mobile Ads on Smart Phones:
Good vs.
Bad |
take-home |
|
Mobile Apps and Brands |
gravitytank slides |
 |
|
Exercise 30:
How Brands
Can Build Succesfull App Strategy? |
in-class |
|
Mobile Advertising Acceptance |
Leppaniemi, M., &
Karjaluoto, H. (2005) |
 |
|
Exercise 31:
MMA's Global Mobile
Advertising Guideline |
take-home |
Week
30:
29-July |
Special Topic #5:
Mixed Reality Advertising |
Chehimi, F.,
Coulton, P., & Edwards, R. (2007) |
 |
|
Exercise
32:
An Opus on AR |
take-home |
| Avatar-based
marketing |
Hemp, P. (2006) |
 |
|
Exercise 33: AR Ad Demos
Eminem's RELAPSE
Album, Star Trek (AR
Ad1, AR Ad2),
Nissan,
Mini,
Volvo,
Toyota,
GE,
USPS,
Rayban, Jack Link's Beef
Jerky, BoffSwana |
in-class demos |
|
Virtual Worlds Marketing |
Barnes, S. (2007) |
 |
|
Exercise 34: Adage Digital NEXT (View
1 vs.
View 2 vs.
View 3): |
take-home |
|
Marketing strategies in virtual worlds |
Lui,
T.-W., Piccoli, G., & Ives, B. (2007) |
 |
|
Exercise 35:
Second Earth |
take-home |
| Special Topic #6:
Gaming Advertising |
Vedrashko, I. (2006)
|
 |
|
Exercise 36:
MarketKey
In-game Advertising Webinar Series
< Install Player > <local cache>
Webinar 1,
Webinar
2,
Webinar 3,
Webinar 4, Webinar
5, Webinar 6, Webinar 7 |
take-home |
Internet &
Marketing Strategy
Conclusion |
Varadarajan, P., & Yadav,
M. (2002)
Course Description |
 |
|
Exercise 37:
IBM Global Business Service's Report on Advertising |
take-home |
| Project Report is
Due on or before Noon 06-August-2010 in the ISUP Secretariat! |
|
Last Updated:
29-July-2010 |