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The purpose of this seminar series is to discuss on-going research streams in marketing. This year’s topic of the marketing seminar will be customer word-of-mouth. Questions addressed will include, but are not limited to:
1. What is the impact of customer word-of-mouth on product choice and sales.
2. Which dimensions of word-of-mouth are most impactful, and which metrics should firms track?
3. What motivates customers to engage in word-of-mouth?
4. What are the differences between online and offline word of mouth?
5. How prevalent are fake reviews, and which factors incentivize firms to write reviews?
6. How can/ should firms manage customer word-of-mouth?
A comprehensive reading list of academic articles related to customer word of mouth will be provided at the start of the semester. Students are expected to give presentations of assigned papers, and to provide critical evaluations of the papers.
Students will be assessed based on their presentations (60% of the final mark), and their in-class participation in discussions (40%).
Spannende Antworten zur Veranstaltung: www.unilu.ch/wf-wahlpflicht
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