Dancing with the Stars: Denitsa Ikonomova

Name: Dancing with the Stars: Denitsa Ikonomova (English version)
SKU: 9B20A067

Robert Mackalski; Marc Ducusin;Jake Sinclair;Alana D'Amico

Product #:9B20A067

Supplier:Ivey

Discipline:Entrepreneurship, International Business, Marketing, Sustainability

Setting:France, 2018

Details:Case (PDF) • 11 pages • 2020-07-31

Subjects:

Social media Web-based technologies Business management Sales and marketing Leadership and managing people Entrepreneurship International business Marketing Management

Geography:

Europe France

Your Price:

$10.54

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Denitsa Ikonomova is a champion professional dancer on Dancing with the Stars (France) who has become a desired social media influencer. She must now consider the business side of her profession and decide how to leverage her celebrity.

Learning Objectives

This case was written for marketing communications, digital marketing, brand management, and general marketing courses. It is appropriate for use in either undergraduate or graduate classes. This case focuses on social media influence, metrics, and branding. Working through the case and Assignment Questions will give students the opportunity to:

appreciate social media influencers;
calculate the value of a social media influencer;
understand how to grow a social media network; and

understand how to align an influencer with a brand.

This case has been developed for both online teaching and traditional classroom teaching.