دانلود فیلم آموزش معرفی ارتباطات صوتی الکترونیکی

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
Courses :
Introduction
From WOM to eWOM
Promoting eWOM
Conclusion