MRK 3671 Interactive marketing

APPLIES TO ACADEMIC YEAR 2013/2014

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.


Learning outcome
The target of the course is to raise the student to a knowledge level that makes it possible for them to plan and execute interactive marketing and sosial media.

Knowledge objectives

  • To understand and employ basic theories and principles about interactive communication and dialogue marketing
  • Have the knowledge of the methods used in qualitative and quantitative analysis of target groups and evaluate the economic results of various direct marketing campaigns and programs in a integrated, interactive communication context
  • Students shall develop basic knowledge about planning, execution and evaluation of interactive communication campaigns and programs
  • Be introduced to IT-based CRM-systems
  • Be introduced to the possibilities of digital technology to be used in customer – supplier dialogue and interactivity
  • Learn the ethical sides of interactive marketing

Objectives of skills
  • Employ theories of interactive market communication to targeted company one-to-one communication
  • Develop strategies of interactive communication
  • Be able to combine various communication tools to targeted influence of specific segments
  • Be able to evaluate the effect of means used
  • Identify the consequences to one’s own organisation in the execution of direct marketing
  • Budget and calculate the profit of campaigns and programs

Reflection
  • Be made aware of the fact that interactive communication must be carried out in accordance with basic customer privacy in order to protect the individual customer against privacy violation, and secure the need for personal integrity, the sanctity of private life and the high quality of personal information when used in the supplier’s databases.
  • Be conscious that high quality interactive communication reduces the negative impact on the environment

Prerequisites


Compulsory reading
Books:
Spiller, Lisa D., Martin Baier. 2012. Contemporary direct and interactive marketing. 2nd ed. Racom Communications. 450 sider
Tuten, Tracy L., 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
  • Introduction to interactive communication
  • Strategies in interactive communication
  • Means in interactive communication: From Internett to direct letters, TM and social media
  • Databases and CRM-systems
  • Market possibilities and datamining
  • Social media
  • Economy in interactive communication
  • CRM-systems
  • Cross selling
  • Fulfilment
  • Cases

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
Activity
Hours
Participation at lectures
36
Preparations to lectures
24
Solving cases (individually and in groups)
40
Own studies of literature
40
Project
60
Total recommended use of time
200


    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

    Semester

    Oversettelser