Internet-induced marketing – viral marketing
This course is based on the article, Internet-induced marketing techniques: critical factors in viral marketing campaigns, by Maria Woerndl et al. The article analysed emerging literature and three case studies and used the analyses to identify critical factors for viral marketing and different types of viral marketing. The authors developed, mapped and tested the basis of a model that could be used for viral campaigns.
The educational aim of this module is to enable learners to analyse the nature of viral marketing, the benefits and risks associated with it, as well as critical success factors in viral marketing strategies. The module will enable the learners to determine how viral marketing can be used in their organisations.
Upon completion of this module learners should:
1. Have a clear understanding of:
- The characteristics of viral marketing;
- How viral marketing differs from traditional ‘word-of-mouth’ marketing;
- The benefits of viral marketing; and
- The risks associated with viral marketing.
2. Be able to:
- Compare traditional ‘word-of-mouth’ and viral marketing;
- Analyse the critical factors for successful viral marketing campaigns;
- Recognise the typical questions that should be considered when planning viral marketing campaigns;
- Analyse viral marketing cases in relation to the critical factors for viral marketing campaigns; and
- Analyse the legal and ethical issues relevant to viral marketing.
Instruction for this Module
- Read the supplied reading material and complete the quiz at the end
- You need to pass the quiz and complete the course rating to generate the module certificate at the end
- You have three attempts to pass the quiz
- The pass grade is 70%
- Please click on the CPD certificate link to claim your certificate and to update your CPD Manager
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