Online advertising theory
EM4S4M04
Semestre
A
Discipline
Marketing
Volume horaire
27 H
Nombre de places
45
Ouvert aux visitants
Oui
Langue
EN
Responsable
Jean PFIFFELMANN
Liste des intervenants
| Intervenant(s) | Volume horaire CM | |
|---|---|---|
| Jean PFIFFELMANN | jean.pfiffelmann@em-strasbourg.eu | 27 h |
Contribution pédagogique du cours au programme
Aucune contribution pédagogique associé à ce cours pour ce programme.Descriptif
This course provides students with detailed and current explorations of key theories in the advertising discipline. The course gives a working knowledge of the primary theoretical approaches of advertising, offering a comprehensive synthesis of the vast literature in the area.Organisation pédagogique
Face-to-face
- LecturesIn group
- Exercises- Oral presentations
Interaction
- Discussions/debatesOthers
Aucun élément de cette liste n'a été coché.Objectifs pédagogiques
Cognitive domain
A l'issue du cours, l'étudiant(e) devrait être capable de / d'...- - (niv. 1) cite relevant previous academic work
- - (niv. 2) summarize a theory within word limits
- - (niv. 3) expose a research theory in a written and oral form
- - (niv. 4) examine recherche article
- - (niv. 6) synthesize the main postulates of a theory
Affective domain
A l'issue du cours, l'étudiant(e) devrait être capable de / d'...- - (niv. 2) present the theory during an oral presentation
- - (niv. 3) explain what are the most important aspects of the theory
- - (niv. 4) prepare a written summary of the theory
Objectifs de développement durable abordés
Aucun objectif de développement durable n'a été coché.
Plan / Sommaire
1. Advertising theories What is Advertising? Advertising VS. Marketing. Is Advertising a scientific field? 2. Composition of the final grade - Oral presentation - Written presentation - Template with marketing scales 3. Academic journals of interest 4. How to use Google Scholar? 5. Rerefences with APA guidelines 6. Marketing scales ORAL PRESENTATION ALONG WITH THE SESSIONSPrérequis nécessaires
Connaissances en / Notions clés à maîtriser
This course does not necessitate specific knowledge of the advertising discipline. However, students need a good level of English for the oral presentation and the written exercise (1000-1200 words to be written).Supports pédagogiques
Mandatory tools for the course
- ComputerDocuments in all formats
- Other : Research articles
Moodle platform
- Upload of class documentsSoftware
- Pack Office (Word, Excel, PowerPoint, Access)Additional electronic platforms
Aucun élément de cette liste n'a été coché.Bibliographie recommandée
Ouvrages principaux
Advertising Theory 2nd Edition (2019). Edited By Shelly Rodgers and Esther Thorson. Routledge. Geuens, M., & De Pelsmacker, P. (2017). Planning and conducting experimental advertising research and questionnaire design. Journal of Advertising, 46(1), 83-100. Liu-Thompkins, Y. (2019). A decade of online advertising research: What we learned and what we need to know. Journal of advertising, 48(1), 1-13.Littérature complémentaire
Aucun ouvrage n'a été renseigné.Travaux de recherche de l'EM : Veillez à mobiliser au moins une ressource
Peuvent être renseignés les manuels coordonnés, les traductions de manuel, les études de cas traduites etc…Pfiffelmann, J., Dens, N., & Soulez, S. (2020). Personalized advertisements with integration of names and photographs: An eye-tracking experiment. Journal of Business Research, 111, 196-207.
Modalités d'évaluation
Liste des modalités d'évaluation
Evaluation intermédiaire / contrôle continu 1Autre (date, contrôle surprise...) : Date to be determined
Orale (25 min) / en groupe / Anglais / pondération : 50 %
Précisions : The oral presentation must be ready for the day of the oral presentation. The group will have to present a theory based on their reading of research articles. The oral presentation will be evaluated based on the clarity, the accuracy of definitions, the relevance of examples, and oral communication skills.
Cette évaluation sert à mesurer LO1.1, LO1.3, LO2.2, LO2.3
Orale (25 min) / en groupe / Anglais / pondération : 50 %
Précisions : The oral presentation must be ready for the day of the oral presentation. The group will have to present a theory based on their reading of research articles. The oral presentation will be evaluated based on the clarity, the accuracy of definitions, the relevance of examples, and oral communication skills.
Cette évaluation sert à mesurer LO1.1, LO1.3, LO2.2, LO2.3
Evaluation finaleDernière séance
Ecrite (60 min) / en groupe / Anglais / pondération : 50 %
Précisions : The group of students will have to provide a written presentation of the theory assigned to them (700-900 words). References should be cited following APA guidelines. No plagiarism (rephrase, quote, cite authors). Up to 5 malus points may be attributed to each individual student that does not provide the 5 required measurement scales.
Cette évaluation sert à mesurer LO1.1, LO1.2, LO1.3, LO2.2, LO2.3
Ecrite (60 min) / en groupe / Anglais / pondération : 50 %
Précisions : The group of students will have to provide a written presentation of the theory assigned to them (700-900 words). References should be cited following APA guidelines. No plagiarism (rephrase, quote, cite authors). Up to 5 malus points may be attributed to each individual student that does not provide the 5 required measurement scales.
Cette évaluation sert à mesurer LO1.1, LO1.2, LO1.3, LO2.2, LO2.3