Class 7 Agenda: Viral Marketing and Stimulating WOM and Pass-Along Via Online Gaming

07; Viral Marketing and Stimulating WOM and Pass-Along Via Online Gaming (Thursday)

Learning Objective(s):

· To distinguish WOM, buzz, and viral marketing communication
· To understand principles behind viral marketing
· To understand how viral marketing campaigns are executed

Readings for This Class:

· Viral Marketing. Justin Kirby. Pages 87-106 (CM)
· Changing the Game. Steve Curran. 2006. Pages 129-147. (CM)
· Suggested Reading: Online opinion leaders: a predictive guide for viral marketing campaigns. Idil Cakim. 2006. Pages 107-118. (CM)

Content:

· Lecture on viral marketing


Activities:

· Guest Lecture: Steve Curran, Pod Design

To Do (for next class):

· The Customer Evangelism Manifesto. Ben McConnell & Jackie Huba. 2003. Pages 1-20. (Bb)
· Chapter 12: The New Mavericks of Marketing. Ben Connell & Jackie Huba. 2003. Pages 123-138. (Bb)
· Unleash Your Ideavirus. Seth Godin. 2000. Pages 1-7. (Bb)


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