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IESEG School of Management ( IÉSEG )

Code Cours :



Niveau Année de formation Période Langue d'enseignement 
Professeur(s) responsable(s)C.COURSARIS

Pré requis

An Introduction to Marketing course is a required prerequisite course
A course in marketing communications is recommended but not required

Objectifs du cours

At the end of the course, the student should be able to: 1. To develop a fundamental understanding of the origins of word of mouth as a concept - drawing across various disciplines to do so
2. To explain the evolution of word of mouth into Word of Mouth Marketing (WOMM)
3. To provide demonstrable evidence of WOMM in a real world marketing environment
4. To demonstrate a direct link between WOMM and social media /social media marketing
5. To utilise the learnings from WOMM to develop an effective Social Media Marketing campaign
6. To determine how to best use contemporary social media tools such as Facebook, Instagram, etc in such campaigns

Contenu du cours

The concept of Viral Marketing draws its inspiration from Word of Mouth Marketing and finds its best

expression through Social Media Marketing. It is the intention of this course to focus on both these marketing approaches and to highlight the link between the two and how such a continuum gives rise to the overatching concept of Viral Marketing.
The power of word of mouth from a marketing perspective is well documented and traces its influence on marketers back to the very origins of marketing as a discipline. A fundamental understanding of how word of mouth can be utilised as a marketing strategy (Word of Mouth Marketing) is critical to marketers for two reasons:
Firstly, and in itself, it presents as a useful marketing tool for marketers to include in their repeetoire of strategic options. Secondly and in a very contemporary sense it underpins much of what we know regarding the mechanisms of social media. Indeed the very way the likes of Facebook, Twitter and Instagram operate have their foundations in the concept of Word of Mouth.
We will examine Social Media Marketing and Word of Mouth Marketing in detail and how they contribute to the phenomenon of Viral Marketing.

Modalités d'enseignement

Organisation du cours

TypeNombre d'heuresRemarques
Face to face
Interactive class16,00   4 mornings x 4 hours of course work + 1 morning of exam on Day 5
Independent study
Group Project15,00   Group assignment work to be undertaken. Will involve meetings amongst the students, research and write up of assignment.
Estimated personal workload5,00  
Independent work
Research5,00   Reading articles for discussion in the subsequent class
Reference manual 's readings4,00  
Charge de travail globale de l'étudiant50,00  

Méthodes pédagogiques

  • Presentation
  • E-learning
  • Research
  • Seminar
  • Interactive class


1 x Assignment 30%
1 x Exam. Students must pass the exam to pass the course - it is a hurdle requirement. 40%
Participation 30%

Type de ContrôleDuréeNombrePondération
Continuous assessment
Final Exam
Written exam2,00140,00
TOTAL     100,00


  • Anderson, E. (1998), Customer Satisfaction and Word-of-Mouth, Journal of Service Research, Vol 1 Iss 1 pp.5-17 -

  • Ahrens, J., Coyle, J. & Strahilevitz, M. (2013), Electronic Word of Mouth: The Effects of Incentives on eReferrals by Senders and Receivers, European Journal of Marketing, Vol 47, Iss 7. -

  • Banerjee, A. (1992), A Simple Model of Herd Behaviour, Quarterly Journal of Economics, Vol 107 Iss pp. 797-817 -

  • Dellarocas, C. (2003), The Digitization of Word of Mouth: Promise and Challenges of Online Feedback Mechanisms, Management Science, Oct 49/10, pp.1407-1424 -

  • Kozinets, R., de Valck, K., Wojnicki, A. & Wilner, S. (2010), Networked Narratives: Understanding Word-of-Mouth Marketing in Online Communities, Journal of Marketing, Vol 74, Mar, pp.71-89 -

  • Lindgreen, A., Dobele, A. & Vanhamme, J. (2013), Word of Mouth and Viral Marketing Referrals: What do we know? And what should we know? European Journal of Marketing, Vol. 47, Iss 7 -

  • Molinari, L., Abratt, R. & Dion, P. (2008), Satisfaction, quality and value and effects on repurchase and positive word-of-mouth behavioural intentions in a B2B services context, Journal of Services Marketing, 22/5, pp.363-373 -

  • Toder-Alon, A., Brunerl, F. & Fournier, S. (2012), Opening the Online Word-of-Mouth Black Box: An Analysis of Word-of-Mouth Rhetorical Methods in Social Media Talk, Boston University School of Management Research Paper Series, 2012-17 -

Ressources internet

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