Tuesday, February 13, 2007

Class 11 Agenda: Evaluating WOM Programs

Learning Objective(s):

  • To explain an organized WOM program in light of the WOMMA Terminology Framework
  • To articulate how an organized WOMM program leverages WOM principles
  • To apply lessons learned from evaluating a company’s organized WOMM program to designing one’s own WOMM program

Readings for This Class:

  • No Readings


  • Student presentations


  • Presentation order:
    • Matchstick – Chrysler 300C
    • M80 – Sony Mylo
    • BzzAgent – Dunkin’ Donuts
  • For Friday presentations:
    • Brains on Fire – Fiskateers
    • Ammo Marketing – Lonely Planet

To Do (for next class):

· Readings:

o A Note to New Consultants. Bruce Henderson. 1970s. Pages 1-3. (Bb)

o How to manage connected marketing. Martin Oetting. 2006. Pages 232-266. (Bb)


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