Class 4 Agenda: Overview of WOM Programs & Techniques

Learning Objective(s):

• Trace the history of academic and popular press ideas that inform the current WOM, buzz, and viral marketing industry.
• Identify various models of WOM used in academic research and industry practice.

Readings for This Class:

• Word of Mouth: What We Really Know – And Don’t. Greg Nyilasy. 2006. Pages 161-184. (CM).
• Word of Mouth Marketing Association Terminology Framework. WOMMA. 2005. (Bb)

Content:

• PowerPoint: Brief academic history of WOM research
• Elements of WOMMA Terminology Framework

Activities:

• [Finish up with student-generated questions about Citizen Marketers].
• Get update on organized WOMM programs
• Get update on Blogger and Bloglines registration
• Lecture on academic history of WOM research, organized by elements of WOMMA Terminology Framework

To Do (for next class):

• Continue research on your organized WOMM programs
• Readings:

• WOM 101. Word of Mouth Marketing Association. 2005. (Bb)
• Introduction and Summary. Paul Marsden. 2006. Pages xv – xxxv. (CM)
• Suggested Reading: Word-of-Mouth Marketing Priorities for 2006. Peter Kim & Charlene Li. 2006. (Bb)
• We’ll have Kate Flanagan come in to work with us on an activity to develop a WOM program for advising students at NU.

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