The WestJet Christmas Miracle (B)
Supplement to 9B14A026.
Collection: Ivey Business School (Canada)
Ref: IVEY-9B14A027-E
Format: PDF
Number of pages: 1
Publication Date: Aug 25, 2014
Language: English
Review date: Aug 22, 2014
What material is included in this case:
Description
Supplement to 9B14A026.
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Year: 2013
Geographic Setting: Canada
Industry Setting: Other Services;
Learning Objective
·Comparison and contrast of traditional media versus social media. ·Introduction to the appropriate metrics to measure social media outcomes and success. ·Strategizing how firms can build on earlier successes to create a virtuous cycle of social media success and customer delight. ·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.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.
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"The WestJet Christmas Miracle (B)"
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