Overview
Much of the online content about products and services is no longer controllable by the product owners but is instead, created by billions of consumers around the world. This creates both challenges and opportunities for marketers.
Course Description & Learning Outcomes
In this course, we will compare earned media with owned media and paid media, the differences between online and offline word of mouth, brand equity and how it is affected by growing quantities of user generated content. We will also discuss how content generated by online users might be biased. Finally, we will discuss how managers can incentivise consumers to produce meaningful and impactful online content.
Recommended Prerequisites
This course assumes a basic level of comfort with Microsoft Excel. Participants should be able to import data, sort it, and perform simple functions such as addition, multiplication, division, and creating tables. Participants will be required to bring laptops to class, and to analyze data in class using Excel. All analysis in this course will be done using Excel.
Pre-course instructions
Registration close date: 24/09/2023
Schedule
Date: 13 Oct 2023, Friday
Time: 9:00 AM - 5:45 PM (GMT +8:00) Kuala Lumpur, Singapore
Location: NUS Business School, 15 Kent Ridge Drive, 119245
Pricing
Partners
