Oral exam format and concepts

May 23, 2012

Here is a post intended for my admasters students at IHECS. It provides some background for their oral exam and confirms the indications I gave earlier, while being more concrete and complete.

Basically, besides the “book dating” document, the exam will be based on three concepts from the course. You’ll draw at random three cards from a triple list inluding: (1) core concepts (2) supporting concepts (3) illustrating concepts. Here is the complete list I’ll be using, no more, no less – there is of course much overlap and even synonyms:

 

  • Core concepts: 2.0, Adserver technology, advertiser’s loss of power, affiliation, bottom-up, communication 2.0, community, consumer, content creation, content marketing, context, control, conversation, CPM vs CPC, dangers of social media, destination web, display advertising, earned media, empowerment, engagement, experience creation, F-E-L-E-S-I-O-P-P, future of online advertising, Google, inbound marketing, interaction, interruptive communication, listening, listenomics, measuring online activity, networked communication, one-way communication, optimisation, owned media, paid media, participation, participatory platforms, people, permission marketing, presence vs strategy, presence web, prosumer, ROI, search, SEM, SEO, sharing, social capital, social media analytics, social media costs, social networks, social web, SOLOMO, top-down, trust, UGC, user value, value creation 
  • Supporting concepts: 30″ TV spot, Ad network, Adsense, Adwords, affiliation, AJAX, amplify, API, banner ads, consumers’ comments, conversion, CTA, CTR, dashboard, Dell, DHTML, display advertising, Doritos, email marketing, Facebook marketing, Flash, fragmentation, Free, Google Analytics, HTML 5, hub website, IAB, Klout, landing page optimisation, lead generation, leaders/observers/participants, LinkedIn, local SEO, loss of control, Metriprofile / Metriweb, Newsbrands Online, on-page/off-page optimization, online targetting, organic vs sponsored, page rank, paid search, people centric vs object centric, platform, power shift, PPC, referencing & positioning, remarketing, RIA, Rich User Interface, SEA, search golden triangle, social bookmarking, social knowledge, social media monitoring, social media strategy, social news, social research, social shopping, spamdexing, sponsored results, tablets, tagging, target, tracking, trust rank, universal search, user comments, video SEO, viral, widgets
  • Illustrative concepts: “plenty”, 48ers, Ad Exchange, Adobe Air, advertising business model, Alterian SM2, Amzini, backlinking, Bing, blackhat techniques, blogging, BP Public Relations, Brahma, Comcast technician, Comscore, Craigslist, curators, Delicio.us, DHTML, Digg, Doritos, edgerank, embedded media, FedEx, Flickr, Fred Cavazza, Google alerts, Google algorythm, googlebot spoofer, Groupon, hashtag, horizontal vs vertical, Hubspot Marketing Grader, KLM, Kred, Kurrently, La Fraise, leaderboard, Mayday, microblogging, outreach, Panda, Pinterest, plugin, QDF, Radian 6, real-time bidding, rebranding, RSS, SERP, skyscraper, Slideshare, social media landscape, Superbowl, Technorati, Wikis, Youtube 

You’ll use your 12-minute preparation time to develop an answer that:

  1. defines those concepts 
  2. puts them in their adequate context 
  3. details how they help us understand the evolution that the course focuses on 

Do not feel you should be able to speak a long time presenting each concept: the idea is more to use them to show that you understand the context they belong to and where they fit in the evolution of marketing communication. In a nutshell, this evolution has taken us from (1) interruptive/top-down/one-way advertising to (2) permission/bottom-up/two-way advertising to (3) networked/collaborative/social/participatory/connected communication – three stages I have distinguished several times and detailed in other posts on this blog.

This is exam format is far more open than getting three question. So, it’s easier and also more diffucult. It gives you more possibilities: no danger of feeling stuck in a question you do not understand or remember – no set or expected answer, as long as it is relevant, information-rich, coherent and shows that you have understood the context. But is also gives you more responsibility: the need to build your own answer with all the bits and pieces of the course.

I understand you may want to ask me questions about some of the above concepts. I invite you to submit all your questions as a comment at the bottom of this post. This will enable me to answer publicly and help you all.

In the coming days I’ll also publish a guest post by Gaëlle Bodson, SEM practitioner with eTeamsys. Gaëlle explains the similarities and differences in online advertising on Google, Facebook and LinkedIn. I only intend that post as a useful complement of information for those among you who want to move into this professional direction. Repeat: it is not required study but useful background information. I will also come back to you about the Raz*War evaluation shortly.

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