Class 12 Agenda: Designing Organized WOM Programs: Overview

12; Designing Organized WOM Programs: Overview (Tuesday)

Learning Objective(s):
· To identify key decision-making factors when deciding which WOM company to partner with
· To understand how WOM fits within a broader marketing communication strategy

Readings for This Class:
· Part Three of The Anatomy of Buzz. Emanuel Rosen. 2000. Pages 133-261. (AOB)

Content:
· Guest lecture
· Group meetings with client

Activities:
· Guest Lecture: Brian Kenny, Vice President of Marketing Communications at Northeastern University
· Collect homework assignment of three ideas each consulting team has for the WOM program and three pieces of information needed from the client
· Group Meetings with Client: Groups will meet with their client contact person for 15 minutes to discuss the cases and pose questions to the client.

To Do (for next class):
· Chapters 1-3 & Chapters 10 &11. Robert Scoble & Shel Israel. 2006. Pages 1-45, 149-180. (NC)
· Suggested Reading: Using Online Conversations to Study Word-of-Mouth Communication. David Godes & Dina Mayzlin. Marketing Science. 2004. Pages 1-17. (Bb)
· Suggested Reading: Utilizing the WOMMA Framework to Build a Syndicated Buzz Tracking Product. Jonathan Carson. 2005. Pages 71-76. (Bb)
· Suggested Reading: What Motivates People to Review a Product Online. Chrysanthos Dellarocas & Ritu Narayan. 2002. Pages 77-86. (Bb)
· Suggested Reading: The Effect of Word of Mouth on Sales: Online Book Reviews. Judith Chevalier & Dina Mayzlin. 2005. Pages 1-30. (Bb)

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Tags: WOM word of mouth Word-of-Mouth Marketing buzz marketing viral marketing marketing communication