Strategic marketing

 

GRADING RUBRIC BUOL733 – Marketing Management

Week 5 Discussion

Points Possible

Points Earned

Following your review, create a 280-character Tweet that captures the integrated marketing communications concepts discussed.  Post your “Tweet” to the discussion forum by Saturday at 11:00 p.m.  – minus 10 points if posted on Sunday – not accepted after that.

No need to attach in a word document – type directly into the posting itself.

20

Respond to ONE student by SUNDAY at 11:00 p.m.  – 50-words minimum

5

Total

25

Using Business Source Premier, review the following case studies from Harvard Business Review: 

Seijts, J.; Soledad, C.; & Wion, R. (2014).  When the Twitterverse turns on you.  Harvard Business Review, 92(3), 117-121.

Humphreys, J.; Ahmed, Z.; Pryor, M.; Hanson, K.; Peppers, D.; Rogers, M.; &  Borg, J. (2009).  World-Class Bull.  Harvard Business Review, 87(5), 35-42.

You will notice that the case studies use storytelling to present the facts of the case.  Experts then provide their perspectives on the case.

In addition to the two case studies, review the following article:

Dawar, N. & Bendle, N. (2018).  Marketing in the age of Alexa.  Harvard Business Review, 96(3), 80-86.

Following your review, create a 280-character Tweet that captures the integrated marketing communications concepts discussed.  Post your “Tweet” to the discussion forum by Saturday at 11:00 p.m. EST.

After you submit the initial posting, return to the forum and review the findings of your classmates.  Post a meaningful comment or question to the Tweet that you believe does the best job of capturing what these articles have to say about integrated marketing communications.  You have to choose the post of ONE classmate; it can’t be your own.  Peer response posting should be completed by Sunday at 11:00 p.m. EST.