Three stones of knowledge: LIVErtising exam information (September 21 update)
You are wondering what to expect for the #LIVErtising exam, right? Here is the information to put you at ease with this.
The exam contents correspond to the information shared during the lectures, on the basis of the slides: I mean, the oral contents shared during the lectures, not just the slides.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. To explain this, here is are some examples of concepts we have covered this year:
advertising model evolving, amplification, API, Bottom-up vs Top-down, build – interact – amplify, changing consumer, conversion, death of traditional media, digital as a life changer, digital communication, Plan-Execute-Measure, Social Media Marketing, presence vs stragegy, Tinder, trust, user value
- Supporting concepts:
#McDStories, ad blocking software, ad spend vs time spent, analytics, Belgians’ digital media consumption, big data, bounce rate, brand bashing, Bring the Love Back, Chris Anderson, Clay Shirky, connected cars, connected products, consumer reviews, CPM, Crash the Superbowl, creative vs data-driven digital, CTR, Dashboard, destination website, digital Customer Decision Journey, Doritos, Edelman Trust Barometer, hashtag hijacking, Here Comes Everybody, Hootsuite, hub website, Hubspot Marketing Grader
- Illustrative concepts:
adressable ads, ATD AVG Privacy Fix, Bartinder, Digimedia, Feedly, Fred Cavazza, Google Trends, Hubspot, Meerkat, microblogging, Periscope, Primus, Secret, showrooming, Slideshare, The Shave Test, Whisper, YikYak
I’ll update and complete this list after the last lecture.
Your aim will be to show you have clearly understood these concepts and how they relate to the evolution of marketing communication as we have analysed it in the course. In a nutshell, this evolution has taken us from (1) interruptive/ top-down/ one-way/ outbound advertising to (2) permission/ bottom-up/ two-way/ inbound advertising to (3) networked/ collaborative/ social/ participatory/ connected communication – three stages I have distinguished several times and detailed in other posts on this blog.
Each concept should be a door that opens up the context it belongs to.
You’ll use four sources of information to provide your answers:
- the contents shared during each lecture and formalised in the corresponding keynotes; your notes must complete these slides
- the background information provided in the reading file
- the contents communicated on the blog since February, and possibly in the previous years – use the SEARCH window
- your own research based on the course – this is especially so for the numerous sites I have invited you to visit
Additionally, your own book for the abstract, the information exchanged during the bookdating sessions can prove interesting knowledge too. For those with a taste for more, there is the information shared on Twitter with the #LIVErtising hashtag.
In a nutshell, your task will be to:
- define those concepts
- put them in their adequate context and develop that context
- show how the connect with associated concepts
- detail how they help us understand the evolution that the course focuses on
- make sure no language problem blurs your message – here the language support should help, or your own language work if you feel your knowledge is shaky.
This exam format is far more open than getting three question. So, it’s easier and also more difficult. 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 in order to provide a relevant answer that makes sense.
You can still get hold of the student’s notes on our Onedrive below:
I have singled out slides of particular importance to understand the structure of the contents and the spirit of the course. Here they are:
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 earlier posts about the exam you’ll find my answers to such questions.