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Action learning of online marketing via a global contest

Neale, Larry, Treiblmaeir, Horst , & Murphy, Jamie (2009) Action learning of online marketing via a global contest. Central Asia Business Journal, 2(1), pp. 47-50.

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Abstract

Introduction: The Google Online Marketing Challenge is a global competition in which student teams run advertising campaigns for small and medium-sized businesses (SMEs) using AdWords, Google’s text-based advertisements. In 2008, its inaugural year, over 8,000 students and 300 instructors from 47 countries representing over 200 schools participated. The Challenge ran in undergraduate and graduate classes in disciplines such as marketing, tourism, advertising, communication and information systems. Combining advertising and education, the Challenge gives student hands-on experience in the increasingly important field of online marketing, engages them with local businesses and motivates them through the thrill of a global competition. Student teams receive US$200 in AdWords credits, Google’s premier advertising product that offers cost-per-click advertisements. The teams then recruit and work with a local business to devise an effective online marketing campaign. Students first outline a strategy, run a series of campaigns, and provide their business with recommendations to improve their online marketing. Teams submit two written reports for judging by 14 academics in eight countries. In addition, Google AdWords experts judge teams on their campaign statistics such as success metrics and account management. Rather than a marketing simulation against a computer or hypothetical marketing plans for hypothetical businesses, the Challenges has student teams develop and manage real online advertising campaigns for their clients and compete against peers globally.

Impact and interest:

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ID Code: 29716
Item Type: Journal Article
Additional Information: The contents of this journal can be freely accessed via the journal's website (see Official URL)
Additional URLs:
Keywords: Google Online Marketing Challenge, Intercultural Competition, Action Learning, Team Learning
ISSN: 1991-2002
Subjects: Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Marketing not elsewhere classified (150599)
Divisions: Current > QUT Faculties and Divisions > QUT Business School
Current > Schools > School of Advertising, Marketing & Public Relations
Copyright Owner: Copyright 2009 [please consult the authors]
Deposited On: 18 Jan 2010 09:57
Last Modified: 11 Aug 2011 03:55

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