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Web 2.0 marketing communications - Fondamentals (video)

by HEC Paris

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This course seeks to introduce students to the changing practice of marketing communications due to the rising importance of (online) consumer networks. The issues we address include word of mouth marketing, buzz marketing, community marketing, social network marketing, blogging and podcasting. We discuss many marketplace examples of best and worst practices. Moreover, students will work on a real-life case in cooperation with a national mobile operator.