Ph.D. Seminar - Consumption Theory: Canon of Classics
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Social Media Marketing – Web 2.0
Online communities, social networking sites, blogging, and other interactive uses of information technology are changing the way people communicate and understand their world. Social media is changing society, and changing the nature of marketing.
| What | PhD course |
|---|---|
| When |
2010-08-23 00:00
to 2010-08-27 00:00 |
| Where | NHH - The Norwegian School of Economics and Business Administration, Bergen, Norway |
| Contact Name | Ingeborg Astrid Kleppe |
| Contact Email | ingeborg.kleppe@nhh.no |
| Contact Phone | +47 55959528 |
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An understanding of online communities and online WOM are critical for the marketers of today and tomorrow, who are trying to be heard in a mediascape cluttered with advertisements and drenched in consumer distrust.
Companies are trying to discover how to speak to consumers in a way that is more authentic, and social media marketing are being tried as an alternative to traditional marketing tactics. But how should it best be used? What are the rules for success? It’s all brand new and uncertain.
The purpose of this course is to introduce PhD students to research in social media marketing. In several classroom discussions led by the professor, students will learn about the theories and practices that inform this new set of marketing techniques, and will study actual and ongoing social media marketing campaigns.
Specific topics include:
- Terminology issues: distinguishing the different types of social media and social media marketing campaigns
- Similarities and differences between new and traditional media, and between organic and amplified WOM
- Overview of useful theories about social media and word-of-mouth
- How networks of social influence work
- Marketing Metrics: Tracking online and offline word-of-mouth and influence
- Building social media marketing into strategy and tactics
- Ethical aspects and codes of the industry
