25; The Dark Side of the Force: Why Obi-Wan Never Shilled and Yoda Never Went Stealth Interrogating the Ethical and Societal Effects of Peer-to-Peer Influence as a Marketing Strategy (Wednesday)
· Distinguish between ethical and unethical WOM practices;
Readings for This Class:
· Sales Pitch Society II. Kate Kaye. 2006. Pages 1-42. (Bb)
· To Tell or Not to Tell? Walter Carl. 2006. Pages 1-24. (Bb)
· Suggested Reading: Live Buzz Marketing. Justin Foxton. 2006. Pages 24-46. (CM)
· Suggested Reading: Stealth Marketing: How To Reach Consumers Surreptitiously. Andrew M. Kaikati and Jack G. Kaikati. 2004. California Management Review, 46(4), pp. 6-22. (Bb)
· Client presentation debrief.
· Societal and ethical implications of WOM marketing and peer-to-peer influence programs
· Debrief the client presentations.
· What worked well?
· What could have been improved upon?
· What did you learn from this experience?
· Discuss the societal and ethical implications of WOM marketing and peer-to-peer influence programs.
To Do (for next class):
· Conclusion: the future of connected marketing. Justin Kirby. 2006. Pages 267-274. (CM)
· Myths and promises of buzz marketing. Stéphane Allard. 2006. Pages 197-207. (CM)
· Complete WOMES #3 entry
· For Thursday, we will take the first 20 minutes to do course evaluations and then the last 80 minutes for our 20 minute meeting with groups to discuss the project. You can leave after I talk with your groups.On Monday, during the final exam time, we will debrief how the class went, talk about the future of WOM marketing, discuss career possibilities, and have a festive celebration.
Tags: WOM word of mouth Word-of-Mouth Marketing buzz marketing viral marketing marketing communication