Teaching Students how to Create Viral Advertising/Marketing: A Case Study

Helena Czepiec · Frank K. Bryant · Juanita Roxas · Debbora Whitson

5 citations0/0 files storedJournal of Advertising Education

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Management and Marketing Education Digital Marketing and Social Media Problem and Project Based Learning

Abstract

This paper presents an example of a class project where students are required to use viral advertising/marketing to promote a product for a client. Students were required to first submit a paper on viral marketing. Then in groups, they were given a product to promote using viral advertising/marketing. Students evaluated the project in terms of the usefulness of the exercise.

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1996Chronicle of Higher Education 2004Viral Marketing or Electronic Word-of-Mouth Advertising: Examining Consumer Responses and Motivations to Pass Along Email 2002Learning or lurking?2008Digital Divide 2.0: “Generation M” and Online Social Networking Sites in the Composition Classroom 2006A study of the relationship between student communication interaction and sense of community 2008Creative Strategies in Viral Advertising: An Application of Taylor’s Six-Segment Message Strategy Wheel 2002Exploring student perceptions of group interaction and class satisfaction in the web-enhanced classroom 2003Learning by Doing: Using Experiential Projects in the Undergraduate Marketing Strategy Course

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2015This Means War: Using an Advertising War Room Simulation to] Teach Social Media Skills

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