English for marketing professionals II
Hogeschool Gent (HoGent)
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Samenvatting | English for Marketing Professionals II | Hogeschool Gent | 2025/26
Hogeschool Gent
English for marketing professionals II
HBR case study materials for English for Marketing Professionals II at Hogeschool Gent, featuring the 'From Hashtag to Headache' case about Canadian Jet's failed Instagram campaign. The case examines crisis management, social media strategy, and PR decision-making when a branded hashtag campaign backfires due to negative customer sentiment. Essential reading for understanding real-world marketing failures, stakeholder communication, and strategic response options in digital marketing co...
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