OMKG 2950A - Articulating Web 2 & Web 3 strategies to build brand preference

In a fast-evolving environment, brands across all industries are facing a double challenge:

• Building robust social media strategies in a mature, professional, and established environment: Web 2.0. Preserving Brand Reputation, creating desire and finding the right balance between online & offline interactions are the 3 essential questions they have to tackle to maximize their Social Media efforts.
• Web 3.0, on the other hand, still looks like a blue ocean, full of promises, test & learn opportunities and leadership leveraging first-mover advantage. Though opportunities are real, disillusions can be a threat for brands moving without cautiousness.

These 6 sessions will allow students to start their careers as young professionals able to navigate through those major digital issues and to share informed opinions related to those strategic questions.

Participation (20%) Individual papaer (30%) Group Presentation 50%

4h per week: readings + preparation of an Individual Exposé