Mumbai Indians: a case on social media marketing

Abstract

Subject area The courses prominent in this context are: social media marketing, integrated marketing communication, internet marketing. For the students of internet marketing, the case may be focussed on understanding the dynamics of social media marketing. Study level/applicability The case shall be administered among students pursuing their post graduate degree in management. Case overview The case reflects the importance of social media marketing and various successful campaign activities led by Mumbai Indians. It highlights how companies can connect with audience vide social media that provides instant feedback and direct connection with the target audience. The strategic frame that can be used to organize the campaign has been suggested by the authors in teaching notes, besides evolving the metrics to evaluate the success/effectiveness of such campaigns. The case evaluated social media campaigns and identified best-suited channel. Expected learning outcomes The case may be focused on understanding the dynamics of social media marketing. Management students would have a huge learning in terms of how social media campaigns are developed and effectiveness of social media campaigns. The case explains the metrics to evaluate the success/effectiveness of such campaigns. The case evaluated social media campaigns and identified best-suited channel which would be a learning for student studying online marketing. Supplementary materials Teaching notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes.