This class exists in these courses :
• IÉSEG > MSc in Digital Marketing & CRM > MSc in Digital Marketing & CRM - Semester 2 > 2,00 ECTS

Prerequisites

Brand communication

Learning outcomes

At the end of the course, the student should be able to :
Understand the concept of brand reputation and its impact on brand management and communication
Assess the values of the organization in which they work (L02A)
Understand challenges and opportunities of facilitated on-and offline WOM and its relation to brand image and brand reputation
Understand the complexities related to managing the brand reputation across different channels
Construct expert knowledge from cutting-edge information (L05B)
mplement a process in order to successfully manage on-line reputation and are able to monitor it using software.
Understand the importance and the value added consequences of behaving ethically and understand the importance of managing a crisis properly to avoid impacting the brand reputation.
Solve professional dilemmas using concepts of CSR and ethics (L02B)
Be a reference point for expertise-related questions and ambiguities (L07D)

Course description

Concepts of brand management and online reputation management
• How to monitor online reputation using synthesio software
• How to protect on-line reputation and manage crisis
• How to improve on-line reputation and understand the role of community

Class type

Class structure

Teaching methods

• Case study
• Coaching
• Interactive class
• Presentation
• Project work

Assessment

Students will be assessed through participation in class and 2 group projects and presentations where students are asked to track online reputation of selected brands, prepare a dashboard on synthesio and present recommandations for improving the management of the brand reputuation.

Recommended reading

• Crisis, Issues and Reputation Management - Andrew Griffin -

• Journal of Brand Management -

• Journal of Business research -

• Journal of Business Ethics -

Internet resources

• Reputation institute

• Mention

• Synthesio