Tutor information is taken from the Module Catalogue
Zahay and Roberts, Internet Marketing: Integrating Online and Offline Strategies in a Digital Envrioment, 4th edition, Cengage, 2018, ISBN. 9781337501866 (6 months online + loose leaf). Available online from Amazon or Publisher. Ebook also available from publisher (Cengage)
Additional Reading (Optional)
Gershenfeld, N., Krikorian, R., & Cohen, D. (2004). The internet of things. Scientific American, 291(4), 76-81. Available online
Lamberton, C., & Stephen, A. T. (2016). A thematic exploration of digital, social media, and mobile marketing: Research evolution from 2000 to 2015 and an agenda for future inquiry. Journal of Marketing, 80(6), 146-172.
Vidakovic, R. (2014). Navigating the modern ad serving stack. Retrieved from https://marketingland.com/navigating-modern-ad-serving-stack-part-1-direct-orders-109611
Session 4 & 5
Crowley, M. (2014). Optimize keywords to improve SEO. Journal of Financial Planning, 27(1), 17.
Session 6 & 7
Stephen, A. T., & Galak, J. (2010). The complementary roles of traditional and social media publicity in driving marketing performance. Fontainebleau: INSEAD working paper collection. Available online
Stephen, A. T. (2016). The role of digital and social media marketing in consumer behavior. Current Opinion in Psychology, 10, 17-21.
Homburg, C., Lauer, K., & Vomberg, A. (2019). The multichannel pricing dilemma: Do consumers accept higher offline than online prices? International Journal of Research in Marketing.
Bardhi, F., & Eckhardt, G. M. (2012). Access-based consumption: The case of car sharing. Journal of consumer research, 39(4), 881-898.
Bardhi, F., Eckhardt, G. M., & Arnould, E. J. (2012). Liquid relationship to possessions. Journal of Consumer Research, 39(3), 510-529.
Toubia, O., Stephen, A. T., & Freud, A. (2011). Viral marketing: A large-scale field experiment. Economics, Management & Financial Markets, 6(3).
This list was last updated on 03/09/2019