Your 3 stones of knowledge: the LIVErtising 2020 exam
Under the present dire circumstances, here is a confirmation of the exam format as I announced it during the first lecture, identical in format to the preceding years.
May 11 update: Check your Hubspot results in the relevant post on this blog.
May 1 update: Here are the Instructions for the oral exam conducted online by webcall on TEAMs – every student taking the exam must have read and understood these guidelines and apply them during the whole exam.
April 28 update: the school has just updated the exam schedule taking into account the need to keep distances – you’ll find the updated roster catering for an online exam by webcall – as we had anticipated this for the LIVErtising exam, this has a limited impact only on our exam – see below – specific information on the technical aspects coming on May 1.
The contents of the exam
The exams bears on all the different facets of the course, i.e.
- the contents shared during each lecture based on the weekly keynotes and on the oral explanations (both IRL and online on TEAMs) reflected in your personal notes; I intend to share some videos where I focus on a few difficult items such as hypothesis testing, rephrasing the live videoconferences
- the videos embedded in the slides; if you missed any, you’ll be happy to find (most of) them on the course Youtube channel
- the chapter from Shoshana Zuboff’s book The Age of Surveillance Capitalism, which inspires the critical angle I took towards algorithmic advertising and more specifically Googlenomics
- three quizzes I have tweeted to you to test your knowledge, which belong to the course contents – you can access them on this blog page
- the different platforms, sites or services I invited you to test all along the course
- your own research based on the course
- April 22 update: video recording of some of the TEAMs lectures during quarantine, allowing for the technical mishaps
Your study must develop a solid understanding not only of these contents. It will also focus on the concepts that structure the course, and even more so the links between the different parts and their concepts. Do not base your study on the list below, which is only intended as a testing tool after you have done your study, not as a study basis.
The exam format
The evaluation itself will be oral – either IRL at my office (Etuve 703) or by videoconference if we are still homeridden. It will be based on three concepts from the course. You’ll draw three cards at random from a list including (1) core concepts (2) supporting concepts (3) illustrating concepts.
Here are some examples from the first lectures to give you an idea:
(1) core concepts: 4 models of communication, A/B testing, SOLOMO, mobile first, algorithmic communication, creativity vs data, engagement, facial recognition, KPI, reject H0, behavioural surplus, surveillance
(2) supporting concepts: cognitive bias, crosschannel approach, CTA, embed, Edward Bernays, Thorstein Veblen, heatmap, earned, IoT, NPS, wearables, Avinash Kaushik
(3) illustrating concepts: #EvianBottleService, ABTasty, American Red Cross, Apptimize, Bernard Marr, Echo Dot, Hotjar
I’ll display the complete list on May 6, soon after the last lecture.
April 22 update: here is the complete list for 2020 – I insist: these concepts are a testing tool, not a learning device. Do **not** start your study from the list as that would turn the course into a flat linear one-dimensional world, bringing you to lose sight of the essential: digital, and reality in general, is multi-dimensional, systematic… networked! Do you understand me?
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 over (2) permission/ bottom-up/ two-way/ inbound advertising to (3) networked/ collaborative/ social/ participatory/ connected communication (4) to reach a stage that is data-driven by algorithms, where AI is progressively taking over many aspects of marketing communication.
Each concept should be a door that opens up the global conceptual context it belongs to.
Additionally, your optional certifications with Hubspot Academy will prove very useful to extend your knowledge (I
‘ll have published the results soon after the deadline, May 8 at midnight here – ) , and for those with a taste for even 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 conceptual context and develop that conceptual network
- show how they connect with associated concepts
- detail how they help us understand the evolution and specific digital dimension of marketing that the course focuses on
Make sure no language problem blurs your message – here is some revision work which may boost your mastery of some basic aspects of the language. I strongly encourage you to work through this regularly starting immediately.
This exam format is far more open than if you got three question about the course: it’s both easier and also more difficult. It gives you more possibilities: no danger of feeling stuck in a question you do not understand or remember – there is no single 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 reply that makes sense. In this respect the structure of your answer will be important.
Now, if you still have the feeling that your job consists of studying (possibly by heart) the definitions of a list of concepts, stop here and read the above explanations again, until you get rid of that feeling, because it is wrong!
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. You’ll already find an extensive Q&A list on the preceding posts announcing preceding exams.
Here is the roster for the oral exam,
considering conditions in Belgium enable us to take the exam face to face at IHECS on the scheduled days. Alternatively, it’ll be organised by webcall on a platform such as TEAMs or Skype – specific information will be provided on May 1. Some comments:
- I have randomized the list to maximise fairness to all. Any two students may ask me to switch dates for any reason.
- All Erasmus students have been registered on May 14, but any of them can move to Friday 29 just by letting me know.
In case the exam on May 14 have to be taken online, I’ll be open to possibilities to take them offline as well on a date to be agreed on, probably Thursday June 18.
- In case your name is on the list but you do not intend to present the exam, please let me know by mail asap. If your name is missing, let me know asap too!
- As these changes will impact the whole roster, I’ll require everyone to check their time slot again later, definitely on the day preceding your exam.
- April 28 updates: This is the definitive exam roster, catering for an individuel online exam by webcall, bar some minor changes due to circumstances
- If the technical setup at your own place does not allow for an online exam by webcall, you must inform the school management and myself by May 4, to give us the opportunity to (try to) provide an alternative. I’ll investigate all such requests bearing in mind that a webcall exam must be considered as the (new) normal under these circumstances.
Meanwhile, let us take the opportunity to reconsider what is really important in life: health, love and friendship, healthy food, mutual help and humanity. Hoping this will inspire us more, again, later…