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ABSTRACT
The advent of keyword advertising has had a tremendous effect on online advertising, Internet marketing, search engines, and Web sites that earn advertising revenue. Pay-per-click advertising therefore provides a critical topic for educators who hope to prepare students for professional careers in advertising and related areas. The Google Online Marketing Challenge offers an innovative way to achieve this goal in a unique hands-on context. With more than 8,000 participating students from 47 countries, the 2008 Challenge is, as far as the authors know, the largest in-class academic competition ever undertaken. The Challenge is also unique in its linkages among students, businesses, and the classroom. This article briefly reviews online marketing and Google’s advertising platform.
Additional information
Bernard J. Jansen (Ph.D., Texas A&M University) is an Assistant Professor at the College of Information Sciences and Technology at The Pennsylvania State University. He has more than 150 publications in the area of information technology and systems, with papers in a wide range of journals and conferences. Several agencies and corporations have supported his research. He has received several awards and honors, including an ACM Research Award and six application development awards, along with other writing, publishing, research, and leadership honors. One of Dr. Jansen’s undergraduate teams won the Americas region in the 2008 Google Online Marketing Challenge.
Karen Hudson (B.S. Business Studies, B.B.S. [Language], University of Dublin, Trinity College) is an AdWords Relationship Manager with a retail industry focus, responsible for the education materials and AdWords aspects of the Google Online Marketing Challenge. Her background includes business development and client management in auto, logistics, and drinks businesses in Germany and Luxembourg.
Lee Hunter (Masters of e-Marketing, The University of Western Australia) is a Product Marketing Manager for Google and is responsible for the development and launch of the Google Online Marketing Challenge. Lee’s background includes marketing for tech start-ups, financial services, and consulting businesses across Australia and the United Kingdom.
Fang Liu (Ph.D., The University of Western Australia) is a lecturer in Marketing at the University of Western Australia Business School. Her research interests center on advertising and marketing communications, language and media effectiveness, branding strategies, and cross-cultural studies. Dr. Liu has published dozens of peer-reviewed academic papers. Prior to her academic career, she worked for large, state-owned enterprises in China for a number of years. One of Dr. Liu’s undergraduate teams is the global winner for the inaugural Google Online Marketing Competition in 2008.
Jamie Murphy (Ph.D., Florida State University) is an Associate Professor at the University of Western Australia Business School. His industry experience includes owning restaurants, serving as the European Marketing Manager for Greg LeMond Bicycles and PowerBar, and engaging in freelance reporting for The New York Times and The Wall Street Journal. His academic experience includes over 150 refereed publications; full-time positions in the United States and Australia; visiting positions in Austria, Canada, France, and Switzerland, and invited presentations on five continents. In his latest initiative, he is co-founder and academic lead for Google’s biggest business student initiative, the Google Online Marketing Challenge.
