This course builds on the knowledge acquired in MK363 Brand Loyalty through Digital Media on how to develop and build brand loyalty through digital media like websites, social media, mobile apps and emerging technologies. Students will focus on the relationship between digital media, user experiences, and brand loyalty. Case studies will be used to illustrate how individual brands use digital media to develop and build brand loyalty culminating with an interactive case study of Walt Disney World.
| Date | Topics | Reading & Assignments | Time & Location |
|---|---|---|---|
| Week 1 10/4 | Class Intro Team Formation | Pre-Class Questionnaire Bring Mobile Devices to Class Course Syllabus | 3:30-4:45 pm UC - CIE Suite |
| Week 2 10/11 | No Class - Fall Break My Disney Experience | ||
| Week 3 10/18 | Introduction to WordPress and Tourbuilder Download Disney apps | 3:30-4:45 pm SCO 105 Conf Room |
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| Week 4 10/25 | Rules of the Road: My Disney Experience Intro to client family | Park Research Assignment: Tourbuilder I | 3:30-4:45 pm SCO 105 Conf Room |
| Week 5 11/1 | Consumer Decision Journey, Four Keys & Guidelines for Guest Service Park Research | Park Research Assignment: Tourbuilder II | 3:30-4:45 pm SCO 105 Conf Room |
| Week 6 11/8 | Guest speaker: Eric Ardnt, It’s Race Time. | Park Research Assignment: Tourbuilder III | 3:30-4:45 pm SCO 105 Conf Room |
| 11/9, 6:00 a.m. | Able to make FastPass+ Reservations | ||
| Week 7 11/15 | Client Family Update | Park Research Assignment: Tourbuilder IV | 3:30-4:45 pm SCO 105 Conf Room |
| Week 8 11/22 | No class - Thanksgiving | ||
| Week 9 11/29 | WordPress and Tourbuilder Troubleshooting | 3:30-4:45 pm SCO 105 Conf Room |
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| Week 10 12/6 | Team Presentation on My Disney Experience Objectives Final Trip Plans | Park Objectives Presentation | 3:30-4:45 pm SCO 105 Conf Room |
| Week 11 12/10 | IS470 Data Presentations | TBA | |
| Mon, 1/7 | Meet at Southwest counter at 4:15 am Flight 1739 IND -> MCO 5:55 a.m. Arrival at MCO at 8:15 a.m. Check-In to Disney’s Saratoga Springs Resort Magic Kingdom Diamond Horseshoe for Dinner | Park Experience Interview I Pin Trading Assignment | MK 9am - 8pm Epcot 9am - 9pm (EM am) DHS 9am - 8pm AK 9am - 8pm |
| Tues, 1/8 | Breakfast at DHS Meet at bus stop at 8:00 am Epcot | Park Experience Interview II Instagram Scavenger Hunt | MK 9am - 8pm Epcot 9am - 9pm (EM pm) DHS 9am - 8pm AK 9am - 8pm |
| Wed, 1/9 | Hospitality Program @ Disney’s Polynesian Resort Meet at Carriage House at 7:30 am DHS in pm Mama Mel Rose's for lunch (meet there at 12:15 pm) Fantasmic | Park Experience Interview III | MK 9am - 8pm (EM pm) Epcot 9am - 9pm DHS 9am - 8pm AK 9am - 8pm |
| Thurs, 1/10 | Animal Kingdom Meet at bust stop at 7:00 am Caring for Giants Tour 9:30 (Arrive 9:15 at Curiosity Kiosk). *Wear closed-toe shoes. | Park Experience Interview IV | MK 9am - 8pm Epcot 8am - 9pm DHS 9am - 8pm AK 9am - 8pm (EM am) |
| Fri, 1/11 | Free Day Flight 1468 MCO -> IND 9:10 pm Arrival at IND at 11:40 pm | MK 9am - 8pm EM am) Epcot 9am - 9pm DHS 9am - 8pm AK 9am - 8pm |
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| Week of January 21 | Team Presentation of Objectives, Showcase Digital Artifacts, Debrief, Course Evaluations | My Disney Experience Reflection Paper |