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MDM - ONLINE REPUTATION MANAGEMENT

2017-2018

IESEG School of Management ( IÉSEG )

Code Cours :

1718-IÉSEG-MDM1S2-MKT-MM1CI06UE

MARKETING


Niveau Année de formation Période Langue d'enseignement 
MSc in Digital Marketing & CRM1S2English
Professeur(s) responsable(s)V.PAUWELS
Intervenant(s)Véronique Pauwels Delassus


Pré requis

Brand communication

Objectifs du cours

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
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
Implement 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.

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 Project20,00  
Estimated personal workload14,00  
Charge de travail globale de l'étudiant50,00  

Méthodes pédagogiques

  • Presentation
  • Project work
  • Interactive class
  • Case study
  • 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
Participation16,00020,00
Others
Group Project0,00240,00
presentation
statement0,00240,00
TOTAL     100,00

Bibliographie

  • Crisis, Issues and Reputation Management - Andrew Griffin -




 
* Informations non contractuelles et pouvant être soumises à modification
 
 
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