LUISS

MARKETING COMMUNICATION AND NEW MEDIA 2017-2018

Course Formative Objectives

The course aims at:
analysing the basics of marketing communication integration.

  • deepening the study of web reputation, focusing on definition, metrics, analysis.
  • delving into eWOM, online communities and “viral” contents with a qualitative approach.
  • Theoretical lessons will be completed by exercises and analysis of case studies.

 

Course Contents

  • Integration of Marketing communication.
    Web reputation. Definition, metrics, analysis.
    eWOM, online communities and “viral” contents: a qualitative approach. From “stickiness” to “spreadability”.

 

Al fine di migliorare la tua esperienza di navigazione, questo sito utilizza i cookie di profilazione di terze parti. Chiudendo questo banner o accedendo ad un qualunque elemento sottostante acconsenti all’uso dei cookie.