MRK 3671 Interactive marketing
APPLIES TO ACADEMIC YEAR 2012/2013
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MRK 3671 Interactive marketing Responsible for the course Gorm Kunøe Department Department of Marketing Term According to study plan ECTS Credits 7,5 Language of instruction Norwegian Introduction Interactive communication is among the marketing means with the greatest expansion especially after the rapid development of social media. The use of IT – systems and digital communication in dialogue marketing to develop customer relations give the marketer a totally different set of marketing tools than we know from mass marketing. The learning objective of the course is to give students with a solid background in marketing topics in-depth knowledge of how you influence buying and direct sales without intermediaries. To learn strategies, rules and procedures which are special to direct marketing and social medias. A special objective is to teach students to understand how you use CRM-systems to manage customer communications.
Objectives of skills
Reflection
Prerequisites Compulsory reading Books: Spiller, Lisa D. and Martin Baier. 2009. Contemporary direct & interactive marketing. 2nd ed. Pearson Education. 450 sider Tuten, Tracy L. og Solomon, Michael R. Solomon. 2012. Social media marketing. Pearson Education Collection of articles: Følgende artikler vil bli bruk i kurset. Publiseres i It's Learning. Barwise, Patrick. 2002. “Permission-Based Mobile Advertising”. Journal of Interactive Marketing. Vol 16/ No.1/ Winter. (10 sider ) Dommeyer, Curt J. og Gross, Barbara L. 2003. “What Consumers Know and What They Do: An Investigation of Consumer Knowledge, Awareness, and Use of Privacy Protection Strategies”. Journal of Interactive Marketing. Vol 17/ No. 2/ Spring (17 sider) Gupta, Sunil og Lehmann, Donald R. 2003. ”Customers As Assets. Journal of Interactive Marketing. Vol 17/ No. 1/ Winter (15 sider) Heilman, Carrie M., Kaefer, Fredrick og Ramenofsky, Samuel D. 2003. Determimining the Appropriate Amount of Data for Classifying Consumers for Direct marketing Purposes”. Journal of Interactive Marketing. Vol 17/ No. 3/ Summer (23 sider) Mathwick, Charla. 2002. ”Understanding the online Consumer: A Typology of Online Relational Norms and Behavior”. Journal of Interactive Marketing. Vol 16/ No. 1/ Winter (15 sider) Montoya-Weiss, Mitzi M., Voss, Glenn B. Og Grewal, Dhruv. 2003.”Determinants of Online Channels Use and Overall Satisfaction With a Relational Multichannel Service Provider”. Journal of the Academy of Marketing Science. Vol. 31, No. 4. (10 sider) Recommended reading Books: Stone, Bob and Ron Jacobs. 2008. Successful direct marketing methods : interactive, database, and customer-based marketing for digital age. 8th ed. McGraw-Hill Course outline
Computer-based tools No specified computer-based tools are required, but typical IT-based CRM-systems will be demonstrated. Learning process and workload The course consists of 36 hours of class room teaching during one semester. Students are encouraged to work with questions raised and relate the theories to their own company. In the course are two essays included. One deals with programs of lojalty and the other deals with social media. The essays may be solved individually or in gropus of up to three students. It's learning will be used both for hand-out and hand-in and the students will be informed about dates when course starts. To fulfil coursework requirement minimum one out of two essays must be approved by the lecturar. Students not fulfilling coursework requirement will not be alloed deliver the final project paper. Recommended workload in hours
Examination A project paper conludes the course. The project paper is handed out at course start and kan be solved indivudally or in groups of up to three students. Examination code(s) MRK 36711 - Project paper, counts 100% to obtain final grade in MRK 3671 Interactive communication and social media, 7.5 credits. Examination support materials All support materials are allowed. Re-sit examination Re-sit examiniation is offered every term. Additional information |
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