The Google Online Marketing Challenge: Classroom Learning with Real Clients, Real Money, and Real Advertising Campaigns

The advent of keyword advertising has had a tremendous effect on online advertising, Internet marketing, search engines, and Web sites that earn advertising revenue.
  

The Google Online Marketing Challenge: Classroom Learning with Real Clients, Real Money, and Real Advertising Campaigns

Bernard J. JansenThe Pennsylvania State University

Karen HudsonGoogle Europe

Lee HunterGoogle UK

Fang Liu and Jamie MurphyThe University of Western Australia

In July 2008, Google announced the global winners of its inaugural Google Online Marketing Challenge: five undergraduate students from the University of Western Australia (www.google.com/onlinechallenge/). The five students each won an Apple MacBook Pro and a week-long, five-star holiday, along with their professor, in San Francisco. During their San Francisco trip, they will...

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