Introduction to Electronic Word-of-Mouth Communications
4.1 (38 ratings)
Course Ratings are calculated from individual students’ ratings and a variety of other signals, like age of rating and reliability, to ensure that they reflect course quality fairly and accurately.
3,547 students enrolled

Introduction to Electronic Word-of-Mouth Communications

A digest of essential theory and important considerations with examples from the retail industry
4.1 (38 ratings)
Course Ratings are calculated from individual students’ ratings and a variety of other signals, like age of rating and reliability, to ensure that they reflect course quality fairly and accurately.
3,547 students enrolled
Created by Tish Chungoora
Last updated 4/2018
English
English
Current price: $23.99 Original price: $34.99 Discount: 31% off
5 hours left at this price!
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This course includes
  • 41 mins on-demand video
  • 3 articles
  • 2 downloadable resources
  • Full lifetime access
  • Access on mobile and TV
  • Certificate of Completion
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What you'll learn
  • Develop a 360° view of the topic of electronic word-of-mouth
  • Gain a more formal and academic standpoint of electronic word-of-mouth in the context of marketing communications
  • Acknowledge the key considerations and factors for promoting eWOM
Description

This course introduces the topic of electronic word-of-mouth communications (eWOM), which is an important concept in the area of branding and marketing communications. eWOM communications is related to the group of marketing activities that involve social media marketing, viral marketing, etc., as well as user and consumer-generated content available via the internet.

The material presented in the course is aimed at individuals who require a formal grounding in eWOM and a strategic understanding of the subject, from an academic perspective. By boiling down the fundamental concepts central to eWOM into a number of bite-size lectures, this course first exposes the definition of traditional word-of-mouth (WOM). The transition from WOM to eWOM is then explored, paying particular attention to explaining Kotler’s “Model of Consumer Behaviour”, which underlines the buying decision process. A timeline is provided to mark the different milestones that witnessed the transition from WOM to eWOM. This course also sheds light on some of the key high-level factors for promoting eWOM, including website considerations, content requirements, social media considerations and many more.

Throughout the course, several real-life examples are provided. These are from the world of retail and more specifically the domain of fashion retail, which is widespread and happening globally. Therefore, the course material also highlights practical aspects on how, for example, bloggers, website owners, marketing professionals, organisations, etc., are able to establish eWOM communications.

Who this course is for:
  • Individuals with a keen interest in understanding word-of-mouth in the context of 21st century marketing communications
  • Professionals who need to drive eWOM strategies at enterprise level
  • Individuals who are involved in blogging and social media but who do not currently have a formal grasp of the topic of eWOM
Course content
Expand all 14 lectures 44:37
+ Introduction
3 lectures 08:29

This is the very first lecture in this series, where we'll go through introductions.

Preview 02:41

Here, we'll be looking at who the target audience is for the course as well as the key learning objectives. We'll also mention topics that fall outside the scope of the course.

Preview 02:55

This lecture defines the concept of word-of-mouth (WOM)

Preview 02:53
+ From WOM to eWOM
4 lectures 21:00

In this lecture, we'll get to discuss Kotler's "model of consumer behaviour" and how WOM is an intrinsic part of the model.

The buying decision process
05:54

Here, we'll explore a timeline which exposes the transition from WOM to modern day eWOM.

Evolution of WOM
04:37

This lesson probes deeper into the subject of eWOM, focusing on the relevant definitions as well as the implications of online communities and social media on eWOM.

The new generation WOM: eWOM
05:02

Further details of eWOM are discussed in this lecture taking into account the context of the fashion retail industry, as an example. 

eWOM in the fashion retail industry
05:27
+ Promoting eWOM
3 lectures 09:23

This lecture demonstrates how to use the Nibbler tool for assessing a website in terms of attributes for accessbility, experience, marketing and technology.

Preview 02:02

This is part 1 of a discussion of important considerations and factors for promoting eWOM.

Cheat sheet for promoting eWOM: Part 1
03:17

This is part 2 of a discussion of important considerations and factors for promoting eWOM.

Cheat sheet for promoting eWOM: Part 2
04:04
+ Conclusion
4 lectures 05:45

This is the last proper lecture which concludes this series.

Course wrap-up
02:34

Here, you will find a list of references to pertinent articles and authors, for which you may choose to conduct some further reading in your spare time.

References
02:35

Supplementary content featuring an interactive poster of the course.

[Bonus] eWOM Course Poster
00:07

Attributions and special thanks to family and friends, etc.

Acknowledgements and more
00:27