M2D1: Word of Mouth and Viral Marketing: Taking the Temperature of the Hottest Trends in Marketing
When preparing for your discussion post on this case, it is recommended that you read through it several times.
Read through it the first time to familiarize yourself with the prompt.
On the second reading, consider your assigned role in the situation, and let that guide your perspective. Look deeper at the details: facts, problems, organizational goals, objectives, policies, strategies.
Next, consider the concepts, theories, tools and research you need to use to address the issues presented.
Then, complete any research, analysis, calculations, or graphing to support your decisions and make recommendations.
BACKGROUND
Historically, goods have been marketed using word of mouth. Viral marketing is a more recent phenomenon which has advantages and disadvantages in the market. Word of mouth or viral marketing campaigns can have an effect on consumers and brand awareness. This case study focuses on the current trends of word of mouth and viral marketing to determine the impact.
PROMPT
View the following videos and article:
How word of mouth really works (Links to an external site.)
|Chris Cowan|TEDxLondonBusinessSchool (Video file, 10 min, 29 sec)
Jonah Berger – Word of Mouth Marketing (Links to an external site.)
(Video file, 1 min, 36 sec)
Why the ALS Ice Bucket Challenge Went Viral (Links to an external site.)
. Knowledge@Wharton (2014, August 22). Retrieved from https://knowledge.wharton.upenn.edu/article/ice-bucket-challenge-viral/
Why Things Catch On (Links to an external site.)
(Video file, 15 min, 59 sec)
Then answer the questions below. Make sure to support your answers with relevant scholarly resources.
Tasks:
In the discussion forum, answer the following:
How do organizations utilize ‘word of mouth’ to increase brand awareness and engagement with the customer?
Why was the ALS Ice Bucket Challenge of 2014 such a successful campaign and how did viral marketing and word-of-mouth contribute to that success?
Support your answers using relevant, scholarly resources and citations in APA format. Responses should comprise 200-600 words.
References
How word of mouth really works|Chris Cowan|TEDxLondonBusinessSchool (Video file, 10 min, 29 sec)
Jonah Berger – Word of Mouth Marketing (Video file, 1 min, 36 sec)
Why the ALS Ice Bucket Challenge Went Viral (Links to an external site.)
. Knowledge@Wharton (2014, August 22). Retrieved from https://knowledge.wharton.upenn.edu/article/ice-bucket-challenge-viral/
Why Things Catch On (Links to an external site.)
(Video file, 15 min, 59 sec)
Consult the Discussion Posting Guide for information about writing your discussion posts. It is recommended that you write your post in a document first. Check your work and correct any spelling or grammatical errors. When you are ready to make your initial post, click on the “Reply”. Then copy/paste the text into the message field, and click “Post Reply.”
To respond to a peer, click “Reply” beneath her or his post and continue as with an initial post.
Evaluation
This discussion will be graded using the discussion board rubric. Please review this rubric, located on the Rubrics page within the Start Here module of the course, prior to beginning your work to ensure your participation meets the criteria in place for this discussion. All discussions combined are worth 20% of your final course grade.
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