... of Nykaa's UGC marketing campaign. Case overview/synopsis The case focuses on Nykaa, India’s premier beauty and cosmetic e-commerce platform, and its innovative use of user-generated content (UGC) in social media marketing. Being a marketing intern, the objective is to critically evaluate...

... for teaching undergraduate, postgraduate as well as certificate and executive development programs to teach courses on digital marketing, content marketing and social media marketing to cover the concept of content saturation. The case can be of value addition to the entrepreneurship and digital marketing...

...Raeesah Chohan; Mignon Reyneke; Claire Barnardo Study level/applicability The primary target audience for this teaching case is postgraduate business students, especially students of digital marketing, strategy and e-commerce, social media marketing, entrepreneurship and sports marketing...

... for business marketers in terms of its uniqueness, advantages and challenges. Recognize the relationship between campaign objectives and the value proposition for the product. Understand the evolution of social media marketing from a probe-and-learn approach to a strategy-driven process. The initial test...

... impacts its purchase intention, brand image and leads to positive word of mouth. Expected learning outcomes The case highlights numerous dynamics of social media marketing and shows the recent social media promoting methods being used by the little scale businesses to ascertain on-going dialogues...

...Sanjeev Prashar; Harvinder Singh; Kara Shri Nishanth 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...

... overview Venkatesh Kothapalli, the marketing head at Reebok India headquarters at Gurgaon, was in a decision dilemma about the effectiveness of using social media marketing and its employment in the current scheme of marketing strategy being planned. He had been able to generate a fair amount of awareness...