BIK 2936 Dialogue Marketing

APPLIES TO ACADEMIC YEAR 2012/2013

BIK 2936 Dialogue 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

    Learning outcome

      Prerequisites


      Compulsory reading
      Books:
      Safko, Lon , David K. Brake. 2012. The social media bible : tactics, tools, and strategies for business success. 3rd ed. Wiley. kap 1,2,3,20,21,22,24,25,39, 40, 41 og 43
      Spiller, Lisa, Martin Bayer. 2012. Contemporary direct & interactive marketing. 3rd ed. Pearson Education. 450

      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

      Articles:
      Kunøe, Gorm. Interaktiv kommunikasjon. Handelshøyskolen BI. Artikkelsamlingen omfatter følgende artikler ;
      1)
      Barwise, Patrick. 2002. “Permission-Based Mobile Advertising”. Journal of Interactive Marketing. Vol 16/ No.1/ Winter. (10 sider )
      2)
      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)
      3)
      Gupta, Sunil og Lehmann, Donald R. 2003. ”Customers As Assets. Journal of Interactive Marketing. Vol 17/ No. 1/ Winter (15 sider)
      4)
      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)
      5)
      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)
      6)
      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)


      Course outline

        Computer-based tools


        Learning process and workload


          Examination


          Examination code(s)


          Examination support materials


          Re-sit examination
          Re-sit at the next ordinary exam.

          Additional information

          Semester

          Oversettelser