The Google Online Marketing Challenge

Challenge Research Center

A key Challenge goal is encouraging academic research of teaching, learning and online marketing. To that end, The Global Academic Panel and Google solicit your feedback, your collaboration, and share information such as datasets, articles, and conference presentations. Enjoy!

Challenge Post-Participation Survey Datasets

At the end of the 2008 Challenge, Google surveyed participating students, professors and businesses. An April 2009 paper (preprint) in the Journal of Marketing Education explains the questionnaire development, administration and subsequent data cleaning. Please use these datasets as you deem best and share your published results.

The online survey in pdf format for participating students (n=685), professors (n=135) and businesses (n=103)
Quantitative data in Excel 2003 or SPSS v7 format

Student responses, Excel and SPSS
Professor responses, Excel and SPSS
Business responses, Excel and SPSS
Master spreadsheet with student, professor and business response frequencies (Excel 2003)

Raw responses to open-ended questions by participating students, businesses and professors (Excel 2003)
Categorized responses to open-ended questions by participating students, businesses and professors (pdf format)

Challenge-Related Journal Articles, Conference Papers and Case Studies

Ling, Peter (2008) "The First Global Google Online Marketing Challenge 2008: Perspectives of ECU Student Participants," ECULTURE 2008, Joondalup, Australia, 5 November.
Small-business guide, “Real-Life Lessons in Using Google AdWords” The New York Times, 2009, October 14.
Ling, Peter (2010). Everything's Real about the Google Online Marketing Challenge. In Michael R. Solomon, Rebekah Russell-Bennett and Jo Previte (Eds.), Consumer Behaviour (2nd ed.). Sydney Australia: Pearson (preprint).
Neale, Larry; Flaherty, Theresa; Mangold, Glynn; Hunter, Lee and Murphy, Jamie (2009) "Student Led Learning Communities," SMA 2009 Annual Conference, New Orleans, 4-7 November.
Tuzovic, Sven (2009) “'Google-Mania' in Higher Education: Sharing the Excitement and the 'Nuts and Bolts' of Incorporating The Google Online Marketing Challenge in the Classroom." Edulearn 09: International Conference on Education and New Learning Technologies, Barcelona, 6 July (presentation.pdf).
Flaherty, Theresa; Jansen, Jim; Hofacker, Charles F. and Murphy, Jamie (2009) "Insights on the Google Online Marketing Challenge and Its Successful Classroom Implementation," MERLOT Journal of Online Learning and Teaching, 5(2): 446-457.
Jansen, Bernard J.; Flaherty, Theresa B.; Baeza-Yates, Ricardo; Hunter, Lee; Kitts, Brendan and Murphy, Jamie (2009) "The Components and Impact of Sponsored Search," Computer, 42(5):98-101.
Treiblmaier, Horst; Neale, Larry and Murphy, Jamie (2009) "Action Learning of Online Marketing via a Global Contest", KIMEP International Research Conference (KIRC), 23-24 April, Almaty, Kazakhstan, pp. 7-8
Lavin, Marilyn (2009) "Small Retailer Websites: Lesson from the Google Online Challenge," EIRASS 2009, 6-9 July, Niagara Falls, Canada.
Rosso, Mark; McClelland, Marilyn K.; Jansen, Bernard J. and Fleming, Sundar W. (2009) "Using Google AdWords in the MBA MIS Course," Journal of Information Systems Education, 20(1): 41-50 (preprint).
Neale, Larry; Treiblmaier, Horst; Henderson, Vani; Hunter, Lee; Hudson, Karen and Murphy, Jamie (2009) "The Google Online Marketing Challenge and Research Opportunities," Journal of Marketing Education, 31(1): 76-85 (preprint).
Lavin, Marilyn; Van Alstine, Lizzy; Scott, Alex; Oliver, Jim and Murphy, Jamie (2009) "The Google Online Marketing Challenge: Fostering Student Learning of Search Advertising," Journal of Advertising Education, 13(1):38-43 (preprint).
Murphy, Jamie; Hudson, Karen; Hunter, Lee and Neale, Larry (2009) "The Google Online Marketing Challenge: Hands on Teaching and Learning," Journal of Hospitality and Tourism Education, 21(1): 44-47 (preprint).
Murphy, Jamie; Hudson, Karen; and Hunter, Lee (2008) "Google AdWords," case study in Essentials of Marketing 3e by Summers, Gardiner, Lamb, Hair and McDaniel.
Neale, Larry; Hofacker, Charles; Hunter, Lee; Hudson, Karen; Canhoto, Ana Isabel and Murphy, Jamie (2008) "The Google Online Marketing Challenge: A Global Real-World Teaching and Learning Tool," in Advances in Marketing: Issues, Strategies and Theories, William J. Kehoe and Linda K. Whitten, editors. Tuscaloosa, AL: Society for Marketing Advances, 2008, p. 30.
Ling, Peter (2008) "The First Global Google Online Marketing Challenge 2008: Perspectives of ECU Student Participants," ECULTURE 2008, Joondalup, Australia, 5 November.
Jansen, Bernard J.; Hudson, Karen; Hunter, Lee; Liu, Fang; and Murphy, Jamie (2008) "The Google Online Marketing Challenge: Classroom Learning with Real Clients, Real Money, and Real Advertising Campaigns," Journal of Interactive Advertising, V9 No 1. (Worldle word cloud.pdf of the article)

Challenge-Related Conference Panels and Presentations

(please join us at forthcoming events)

Neale, Larry; Hunter, Lee and Murphy, Jamie (2009) "The Google Online Marketing Challenge - Compelling Experiential Learning," AACSB Faculty Conference on Learning and Research, 25 June, Ft Lauderdale, USA.
Horrigan, David (2009) "The Google Online Marketing Challenge," invited presentation at The 7th Asia-Pacific CHRIE Conference 2009, 30 May, Singapore.
Murphy, Jamie; Doane, Ruth; Tuzovic, Sven; Wetsch, Lyle and Horrigan, David (2009) "Keyword Advertising as a Teaching, Learning and Research Tool," panel at the Marketing Educators' Association Conference, 25 April, Newport Beach, USA (proposal.pdf and presentation.pdf).
Wetsch, Lyle; Jacobs, Dean; Horrigan, David; and Murphy, Jamie (2009) "Marketing Education Research Using Datasets from the Google Online Marketing Challenge," 25 April, Newport Beach, USA (proposal.pdf).
Murphy, Jamie; Tuzovic, Sven; Ling, Peter; Doane, Ruth and Mullen, Linda (2009) "Incorporating the Google Online Marketing Challenge into Classes," panel at the Marketing Educators' Association Conference, 25 April, Newport Beach, USA (proposal.pdf and presentation.pdf).
Zorn, Steffen; Murphy, Jamie and Ling, Peter (2009) "Implementation and Research of The Google Online Marketing Challenge," special session at CAUTHE 2009, 11 February, Fremantle, Australia.
Parsons, Ed and Pozniak, Andrew (2009) "Visioning the Future of Technology for Tourism," Keynote Address at ENTER 2009, Amsterdam, Netherlands, 29 January.
van der Hulst, Gijs (2009) "Trends in Online Marketing in the Dutch Travel Market," panel at ENTER 2009, Amsterdam, Netherlands, 30 January.
Gretzel, Ulli; Derval, Diana; Liebrich, Andreas; Brözel, Claudia and Murphy, Jamie (2009) "The Google Online Marketing Challenge," panel at ENTER 2009, Amsterdam, Netherlands, 30 January (presentation.pdf).
Zorn, Steffen; Subroto, Roy; Ghose, Sanjoy and Sharma, Piyush (2009) "Field Experiments of Online Consumer Behavior," roundtable at the ACR Asia-Pacific Conference, Hyderabad, India, 4 January (proposal.pdf)
Neale, Larry; Adam, Stewart; Wolfe, Katharina; Gorringe, Ashley and Murphy, Jamie (2008) "The Google Online Marketing Challenge: A Global Real-World Teaching and Learning Tool," panel at the Australian & New Zealand Marketing Academy Conference, Sydney, Australia, 2 December.
Neale, Larry; Hofacker, Charles; Jansen, Bernard J.; Flatto, Jerry and Sasser, Sheila (2008) "Comparing Marketing Simulations with Live Marketing Challenges," panel at the Society for Marketing Advances 2008 Annual Conference, Tampa, USA, 8 November.
Jansen, Bernard J.; Rosso, Mark A.; Russell, Dan and Detlor, Brian (2008) "The Google Online Marketing Challenge: A Multi-disciplinary Global Teaching and Learning Initiative Using Sponsored Search," ASIS&T Annual Meeting, Columbus, USA, 28 October.
Murphy, Jamie; Flaherty, Theresa; Jank, Wolfgang; Scott, Alex; and Oliver, Jim (2008) "Marketing Science and the Google Online Marketing Challenge," the INFORMS Annual Meeting, Washington DC, USA, 14 October (presentation.pdf).
Oliver, Jim (2008) "Trends and Lessons from the Google Online Marketing Challenge," keynote address at the Direct / Interactive Marketing Research Summit, Las Vegas, USA, 11 October.
Murphy, Jamie; Lavin, Marilyn and Van Alstine, Lizzy (2009) "The Google Online Marketing Challenge: A Global Direct Marketing Educational Initiative," panel at the Direct / Interactive Marketing Research Summit, Las Vegas, USA, 11 October (presentation. pdf).
Murphy, Jamie; Hunter, Lee; Hofacker, Charles; Lavin, Marilyn; Voorhees, Clay and Canhoto, Ana (2008) "The Google Online Marketing Challenge: A Global Teaching and Learning Initiative," the American Marketing Association Summer Educator’s Conference, San Diego, USA, 10 August (presentation .pdf).
Blott, Will; Liu, Fang; Stow, Lucy; O'Farrell; James; Murphy, Jamie and Fisher, Geoff (2008) "The Google Online Marketing Challenge, A Hands-On Tourism Teaching and Learning Initiative," panel at the 6th Asia-Pacific (APacCHRIE) Conference and THE-ICE International Panel of Experts Forum, Perth, Australia, 22 May (presentation .pdf).
Murphy, Jamie (2008) "Introducing AdWords and the Google Online Marketing Challenge," workshop at ENTER 2008, Innsbruck, Austria, 26 January.

Share Your Ideas

Please contact a member of the Global Academic Panel or email challengeresearch@google.com to share your thoughts, published research, research ideas or other academic initiatives related to the Challenge.

Google Online Marketing Challenge Network

You may want to join this unofficial social network to connect with other academics and students participating in the Challenge. Academics should consider joining the Profs Network subgroup.

PhD, Masters and Honours students

If your research relates to the Challenge -- teaching, learning or online marketing -- please send a 100-word abstract, which we will list.

Online Marketing Challenge