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.

DateTopicsReading
& 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
Week 4
10/25
Rules of the Road: My Disney Experience

Intro to client family
Park Research Assignment: Tourbuilder I3:30-4:45 pm
SCO 105 Conf Room
Week 5
11/1
Consumer Decision Journey,
Four Keys & Guidelines for Guest Service
Park Research
Park Research Assignment: Tourbuilder II3:30-4:45 pm
SCO 105 Conf Room
Week 6
11/8
Guest speaker: Eric Ardnt, It’s Race Time.Park Research Assignment: Tourbuilder III3:30-4:45 pm
SCO 105 Conf Room
11/9,
6:00 a.m.
Able to make FastPass+ Reservations
Week 7
11/15
Client Family UpdatePark Research Assignment: Tourbuilder IV3:30-4:45 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
Week 10
12/6
Team Presentation on My Disney Experience Objectives
Final Trip Plans
Park Objectives Presentation3:30-4:45 pm
SCO 105 Conf Room
Week 11
12/10
IS470 Data PresentationsTBA
Mon, 1/7Meet 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, 1/8Breakfast 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, 1/9Hospitality 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, 1/10Animal 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 IVMK 9am - 8pm
Epcot 8am - 9pm
DHS 9am - 8pm
AK 9am - 8pm (EM am)
Fri, 1/11Free 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
Week of January 21Team Presentation of Objectives, Showcase Digital Artifacts, Debrief, Course EvaluationsMy Disney Experience Reflection Paper