Professor Kozinets gives ‘Netnography’ workshop

Professor Kozinets during his lecture

Professor Robert Kozinets, a global expert on online communities and the way they inform consumer insight and impact marketing and brand strategy, gave his first workshop on ‘Netnography’ today at DCU.

Professor Kozinets has extensive speaking and consulting experience with a range of Fortune 500 and mid-size companies and organizations, including American Express, Nissan, eBay, Merck, Campbell Soup, and Pepsico.

He developed and continues to expand the technique of netnography or Internet anthropology for the marketing-related study of online communities, blogs, social networking sites, and virtual worlds.

An anthropologist by training, he is Associate Professor of Marketing at York University’s Schulich School of Business. Previously, he was a full-time faculty member at Northwestern’s Kellogg School of Management in Chicago, and the University of Wisconsin-Madison’s School of Business.

His research on brand management, online communities and community marketing has been published in over 50 chapters, proceedings, and articles in some of the world’s top-tier marketing journals. His co-edited book Consumer Tribes was published in Summer 2007 by Elsevier Press. He is currently writing a book about netnography, the approach of online anthropology, which will be published in Spring 2009. Brandthroposophy, his popular blog about branding, marketing, and technology, is available at www.kozinets.net .

Prof Kozinet's Irish schedule is as follows:

Thursday Nov 13th: DCU Netnography 14:00 to 16:00 Netnography Master Class for DCU Doctoral Students (venue Q219)

November 18th: CCS Visiting Professor Rob Kozinets, (Schulich School of Business York Canada) “e-Tribes and Marketing: The Revolutionary Implications of Online Communities” workshop for Executive Masters in Marketing students, small class of executives – 19:30 to 21:00 DCUBS Q305

Thursday Nov 20th: MG509 Netnography and Advertising- 11am-13:00 DCUBS Q220 2 hour lecture to full time Masters in Marketing Students reading the advertising and marketing communications module."

Anyone wishing to join one of these sessions should email pierre.mcdonagh@dcu.ie for confirmation.