 |
491 -01
Advertising and Marketing
in Computer-mediated Environments
Course Rationale
|
|
Orientation
Paul Saffo, of the Institute of the Future, has argued that we are ten years into a
thirty year period that will shape our world as profoundly as the industrial revolution
shaped our society 100 years ago. Whereas the last 60 was dominated by revolutions in
transportation and telecommunications, the present and future are characterized by the
integration of computers and communications. Unlike the incremental developments of the
past, the emergence of this new medium of communication marks a fundamental change of
direction. We are faced with the challenge and the opportunity, of doing things in an
entirely different way. The changes forecasted in the communication industries gives some
credence to playwrights Tom Stoppard's observation in Arcadia, when he wrote,
"this is the best possible time to be alive, when almost everything we thought
we knew is wrong."
Everyone will be a producer of digital bits moving back and forth
across an interconnected broad band network. The choice of what to take from the stream of
digital data, and in what format, will be left largely to the individual consumer. The emergence of
computer-mediated communication is in the process of dramatically altering the way
business is conducted on a local and global basis. It is making it possible to change the
way organizations interact with internal and external stakeholders and is creating new
paradigms for advertising and marketing.
Course Description
This course focuses on the furnishing students
with an understanding of the history, nature and function, current trends, and
future directions in interactive and online advertising.
Goals/Objectives
1) To develop an understanding of the some of
the pivotal issues in the study and practice of
advertising in computer-mediated environments.
2) To develop an understanding of the history
of interactive/online advertising and the pivotal moments
and the historical moment which have shaped the current
state of advertising.
3) To introduce student to the contemporary
viewpoints and perspectives on Interactive Advertising.
4) To understand the relationship and fit between traditional
mediums of communication and "new
media" in the practice of advertising.
5) To furnish an understand of the different types of online and
interactive advertising.
6) To furnish students with perspectives for understanding the
socio-cultural impact of advertising
in computer-mediated environments.
