個案資料
了解個案內容與學習目標，選擇授課教師及使用課程。
The WestJet Christmas Miracle (B)
內容大綱
Supplement to 9B14A026.
學習目標
<ul><li>Comparison and contrast of traditional media versus social media.</li><li>Introduction to the appropriate metrics to measure social media outcomes and success.</li><li>Strategizing how firms can build on earlier successes to create a virtuous cycle of social media success and customer delight.</li><li>Understanding that social media success cannot occur in a vacuum, but must be based on and be consistent with the existing corporate culture and ways of doing things.</li></ul>This case is suitable for use in the promotion-related module of an introductory marketing course at the undergraduate, graduate or executive MBA level, or within the new media component of an elective in marketing promotion.