Section 6: Social Media, Measurement and Conclusion

MOOC Summaries - Introduction to Marketing

Section 6: Social Media, Measurement and Conclusion

“Paid, Owned, and Earned Media … United breaks Guitars … Monitoring and Facilitating Online Conversations … Looking Ahead: Trends in Marketing … Bringing everything together: Process and Measurements … Darren and Paul discuss Takeaways … Instructor Wrap-up”


  • Consolidated Summary

Consolidated Summary

  • Owned media vs word of mouth and social media.
  • Case study: United Breaks Guitars and its impact on United Airlines.
  • Tips and tricks on handling social media, turning negative word of mouth into opportunities.
  • Questions to ask in understanding the effectiveness of a marketing strategies and campaigns.

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photo: depositphotos/Jesussanz

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