Introduction to Electronic Word-of-Mouth Communications
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Introduction to Electronic Word-of-Mouth Communications

A digest of essential theory and important considerations with examples from the retail industry
4.7 (23 ratings)
Instead of using a simple lifetime average, Udemy calculates a course's star rating by considering a number of different factors such as the number of ratings, the age of ratings, and the likelihood of fraudulent ratings.
2,709 students enrolled
Last updated 4/2017
English
Price: Free
Includes:
  • 41 mins on-demand video
  • 2 Articles
  • Full lifetime access
  • Access on mobile and TV
  • Certificate of Completion
What Will I 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
View Curriculum
Requirements
  • There are no prerequisites for this course
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 is the target audience?
  • 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
Compare to Other Marketing Strategy Courses
Curriculum For This Course
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Introduction
3 Lectures 08:29

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

Welcome to the course!
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.

Scope of this series
02:55

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

Definition of word-of-mouth (WOM)
02:53
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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
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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.

The Nibbler test
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
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Conclusion
3 Lectures 05:23

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
02:34

Attributions and special thanks to family and friends, etc.

Acknowledgements
00:15
About the Instructor
Dr. Tish Chungoora
4.1 Average rating
283 Reviews
4,035 Students
6 Courses
Knowledge Modelling Specialist

Family and friends have always told me that I could be good at teaching, so I thought "okay, let's put that to the test!" We've now stepped into an age of digital knowledge revolution and, indeed, I wouldn't want to miss out that big party! Contributing to knowledge sharing is an awesome achievement because knowledge is a powerful asset that stands the test of time.

Seeing a student sign up for my course is a great honour and for those of you who've registered, I'd like to thank you so much for doing so. It's a real privilege to have you join me in what I hope you'll find an enjoyable learning experience.

What makes me tick...

A passion for understanding how things work and teach how things work.

My background and experience in a nutshell…

I'm a seasoned technology professional with a wealth of experience in business analysis, product management, information & knowledge management, technical publications and applied ontology. I've served in key roles for high-technology enterprises and I'm an expert in the field of knowledge modelling. My innovative works in the area of knowledge modelling, system interoperability and manufacturing engineering have featured in over a dozen articles published in leading journals and conferences. I have a Ph.D. in Applied Ontology and graduated with distinction in Product Design Engineering.

What I do in my spare time…

I really enjoy the company of family and friends, as well as playing the guitar and attending gigs. I'm also well into running and taking long walks with my incredibly supportive wife, Luisa. On a quiet weekend, you'll find me chilling on the settee watching action and science fiction movies or, otherwise, in the kitchen making sushi or some other mouth-wateringly good dish.