B22: Online Marketing-Advertising, Consumers, &
Communities
|
Online Marketing is NOT to be done like below: |
Announcements |
Semester:
Fall 2009
Day &
Time:
Wed 09-12
& 13-16
Room
& Place:
3A14 & 3A18, ITU
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/ |
 |
17-Nov-09:
Week 46 & 47 Posted
04-Nov-09:
Mixed Reality Week 45
13-Sep-09:
Reading List
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Week#
Date |
Topics |
Readings |
 |
 |
Exercises |
Exercise
Links |
Week 35:
26-Aug |
Introduction
|
Course Description
|
|
 |
Exercise 01:
Critical Reflection on a Personal Product Purchase
|
 |
|
Prognosis of Online Advertising-1 |
Clemons, E. (2009).
Why Advertising is Failing on the Internet? |
|
 |
Week 36:
02-Sep |
Prognosis of
Online Advertising-2 |
NICe Project
Report on "e-Media" |
|
 |
Exercise 02: History of
Advertising (Part
1,
Part 2)
History of Online
Advertising |
in-class videos |
| Online
Consumer Psychology: Decision Making |
Ch.16 of Online Consumer Psychology |
|
 |
| Online
Communities: Discussion Boards |
Ch.04 of Online Consumer
Psychology |
|
 |
Exercise
03:
Twitter Effect?
Online Sentiment Analysis |
in-class
readings |
Week 37:
09-Sep |
The Internet: Aspects & Trends |
Ch.01 of Internet Advertising |
 |
 |
Exercise 04: World Economic Forum (GCR,
GITR)
Statistics Denmark,
PEW US |
 |
| Typology of
Internet Advertising |
Ch.02 of Internet Advertising |
 |
 |
Exercise 05:
The
Long-Tail |
 |
| Theories of
Internet Advertising |
Ch.03 of Internet
Advertising |
 |
 |
Exercise 06: Internet
History (Video 1,
Video 2)
How Internet Works,
On Persuasion |
in-class
videos |
|
Internet Integrated Marketing Communication |
Ch.04 of Internet
Advertising |
 |
 |
Exercise 07:
Description of Personal Online Advertising Experience.
See the
Double-Click report and
PBS MediaShift article for descriptive vocabulary. |
 |
Week 38:
16-Sep |
Cognitive
Filtering of Internet Content |
Ch.08 of Internet Advertising |
 |
 |
Exercise 09:
Change Blindness,
NSFW Video
on Contextual Cuing |
in-class videos |
| Motivations for &
Implications of Internet Use |
Ch.05 of Internet Advertising |
 |
 |
Exercise 10: Creative
Consumer (Part 1,
Part 2,
Part 3,
Part 4) |
in-class videos |
| Segmenting
Internet Markets |
Ch.07 of Internet Advertising |
 |
 |
Exercise 11:
Project Topics |
in-class |
Week 39:
23-Sep |
Internet's effect on Consumer Decision
Making |
Ch.17
of Online
Consumer Psychology |
 |
 |
Exercise 12:
Decision
Heuristics Simulations |
 |
| Effectiveness of
Internet Advertising Formats |
Ch.09 of Internet
Advertising |
 |
 |
Exercise 13:
IAB Trade
Report |
 |
| Measuring Internet Marketing
Communications |
Ch.10 of Internet Advertising |
 |
 |
Exercise 14:
Microsoft Advertising's BXD Metric |
take-homes |
| Interactive Advertising Model |
Ch.11 of Internet Advertising |
 |
 |
Exercise 15: Re-visit
Exercise 01 on Facebook and reply to your own posting.
See last slide of
Lecture 16
or these instructions
|
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Week 40:
30-Sep |
Special Topics: Social Media
Advertising |
The Rise of the
Digital Native
The Social
Media Manifesto
NICe Project
Report on "e-Media" |
 |
 |
Exercise 16: Why do we share stuff?
Personal Reflection Exercise in-class
and on Facebook.
(Out
of the Past 08:15) |
  |
| User Generated Content |
Krishnamurthy, S., & Dou, W.
(2008) |
 |
 |
Exercise 17.5:
OECD Report |
 |
|
Viral Video Marketing |
Patchwork New Media |
 |
 |
Exercise 18: Viral Videos |
in-class videos |
Measuring Social
Media Advertising
Mere Presence vs. Critical Engagement |
Murdough, C. (2009) |
 |
 |
Exercise 19:
Brand Engagement Report |
take-home |
Week 41:
07-Oct |
Special Topics: Search Engine
Advertising |
Sponsored search: A brief history |
 |
 |
Exercise 20: Personal
Observations of Search Advertising |
 |
| The Psychologics of Internet Search |
Dr. Daniel Russell's Lecture Slides |
 |
 |
Exercise 21:
Into the Mind of the
Searcher |
 |
| The Economics of Internet Search |
Varian, H. (2007) |
 |
 |
Exercise 22:
University of California-Berkeley iSchool's i141: Search Engines:
Technology, Society, and Business |
take-home |
| Paid Search: Google AdWords |
Online Ad Auctions |
 |
 |
Exercise 23: Hands-on
with AdWords |
in-class demo |
Week 42:
14-Oct |
No Classes
due to Fall Break: Happy Holidays! |
Week 43:
21-Oct |
Special Topics: Mobile Advertising |
Ch.08 Online
Consumer Psychology |
 |
 |
Exercise 24:
Mobile Marketing
Association's Mobile Advertising Overview |
 |
|
Consumer Attitudes towards Mobile Advertising |
Tsang, M., Ho, S.,
& Liang, T. (2004) |
 |
 |
Exercise
25: Mobile Ads on Smart Phones:
Good vs.
Bad |
take-home |
|
Mobile Apps and Brands |
gravitytank slides |
 |
 |
Exercise
26:
How Brands
Can Build Succesfull App Strategy? |
 |
|
Mobile Advertising Acceptance |
Leppaniemi, M., &
Karjaluoto, H. (2005) |
 |
 |
Exercise
27:
MMA's Global Mobile
Advertising Guideline |
take-home |
Week 44:
28-Oct |
NO
Class Meeting: Online Lectures
Interactional Theory of
Socio-Technical Systems |
Vatrapu (2009) |
 |
 |
Exercise 28:
Advertising and Perception,
Q&A with Rory
Sutherland |
take-home |
|
Socio-Technical Affordances |
Vatrapu
(2007), Section 2.1, pp.
22-32. |
 |
 |
Exercise 29: 2001: A Space Odyssey: Dawn of Man
Sequence (Part 1,
Part 2)
Gods Must be Crazy (Part
1, Part 2) |
take-home |
| Technological
Intersubjectivity |
Vatrapu (2007),
Section 2.4, pp. 74-86. |
 |
 |
Exercise 30: Black Robe (Writing
and TI, watch from 4:44 to 6:40) |
take-home |
| Digital Positivism
and Civic Panopticon |
Vatrapu
& Robertson (2008) |
 |
 |
Exercise 31:
Participatory Panopticon |
take-home |
Week 45:
04-Nov |
Special Topics:
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 |
|
Virtual Worlds Marketing |
Barnes, S. (2007) |
 |
 |
Exercise 34: Adage Digital NEXT (View
1 vs.
View 2 vs.
View 3): |
in-class |
|
Marketing strategies in virtual worlds |
Lui,
T.-W., Piccoli, G., & Ives, B. (2007) |
 |
 |
Exercise 35:
Second Earth |
take-home |
Week 46:
11-Nov |
NO Class Meeting:
Online Lectures
Information Foraging Theory |
Pirolli, P., & Card, S. (1999) |
 |
 |
Exercise 36:
Stanford seminars on people, computers and design |
take-home |
| e-politics |
Robertson,
S., Vatrapu, R., & Medina, R. (in press) |
 |
 |
Exercise 37:
YouTube
and the 2008 Election Cycle in the US Conference |
take-home |
Week 47:
18-Nov |
Special Topics:
Gaming Advertising |
Vedrashko, I. (2006)
|
 |
|
Exercise 38:
IBM Global Business Service's Report on Advertising |
take-home |
| Conclusion |
Course Description |
 |
|
Exercise 39:
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 |
|
Last Updated:
17-Nov-2009 |
