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MDM - ONLINE REPUTATION MANAGEMENT

2016-2017

IESEG School of Management ( IÉSEG )

Code Cours :

1617-IÉSEG-MDM-S1-MKT-MM1CI06UE

MARKETING


Niveau Année de formation Période Langue d'enseignement 
MSc in Digital Marketing & CRMTransversal/annéesS1English
Professeur(s) responsable(s)V.PAUWELS
Intervenant(s)V.PAUWELS


Pré requis

Brand communication

Objectifs du cours

• Understand the concept of brand reputation and its impact on brand management and communication
• Understand challenges and opportunities of facilitated on-and offline WOM and its relation to brand image and brand reputation
• Implement a process in order to successfully manage on-line reputation.

Contenu du cours

• 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


Modalités d'enseignement

Organisation du cours

TypeNombre d'heuresRemarques
Face to face
Interactive class16,00  
Independent study
Group Project14,00  
Estimated personal workload10,00  
Individual Project10,00  
Charge de travail globale de l'étudiant50,00  

Méthodes pédagogiques

  • Presentation
  • Project work
  • Interactive class
  • Coaching


Évaluation

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.

Type de ContrôleDuréeNombrePondération
Continuous assessment
Participation1,00120,00
Others
Group Project1,00240,00
presentation
statement1,00240,00
TOTAL     100,00

Bibliographie

  • Crisis, Issues and Reputation Management - Andrew Griffin -

  • Crisis, Issues and Reputation Management - Andrew Griffin -




 
* Informations non contractuelles et pouvant être soumises à modification
 
 
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