list 6 séquences
assignment Niveau : Intermédiaire
chat_bubble_outline Langue : Anglais
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Les infos clés

credit_card Formation gratuite
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timer 18 heures de cours

En résumé

In this course, you’ll take on the role of a communications manager for a fictional organisation, making key decisions that will affect its online reputation.

You will experience:

  • how to build a robust and sustainable online reputation
  • the positives of building a strong participatory culture
  • how to manage social media issues based on a real-life examples
  • how to manage a crisis and respond appropriately across multiple platforms.

Throughout the course, you’ll learn from real life case studies and gain an understanding of the important role that blogs, Facebook, Twitter, Snapchat and other social platforms play in today’s business world.

The digital landscape is fast-paced and continually changing, yet is an equally challenging and exciting environment in which to work. This course is relevant to anyone working in marketing, communications, public relations, social media and advertising.

This course is part of the CurtinX MicroMasters Credential in Marketing in a Digital World that is specifically designed to teach the critical skills needed to be successful in this exciting field. In order to qualify for the MicroMasters Credential you will need to earn a Verified Certificate in each of the five courses.

You'll learn how to:

  • manage an organisation’s online reputation
  • apply reputational management principles to manage online issues and crises
  • build a strong participatory culture to engage your audience.

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Les prérequis

Students should have an understanding of marketing and public relations concepts. Students also need an understanding of different online platforms.

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Le programme

Week 1: Corporate reputation in the digital age

In this module you will:

  • identify what a corporate reputation is and why it is important
  • examine how the digital age has affected reputation management  
  • identify the types of reputational risk that exist online and the difference between an issue and a crisis

Week 2: Reputation and participatory culture

In this module you will:

  • explain what participatory culture is and why it is important
  • utilise the audience as co-creator of the story and brand
  • recommend ways in which to build a strong participatory culture

Week 3: How online has changed the media cycle

In this module you will:

  • examine how the traditional media cycle has changed and the broader definition of who ‘the media’ is now
  • explain how online reputation affects offline reputation and whether an organisation can separate the two

Week 4: Managing reputation online

In this module you will:

  • examine how to build a reputation – conversation and coverage
  • demonstrate how to protect a reputation in times of adversity
  • monitor your reputation and act on issues

Week 5: Protecting a Reputation: when it goes wrong, crisis response

In this module you will:

  • identify ways to embrace online negativity/criticism 
  • explain how to respond to a crisis online
  • debrief after a crisis and evaluate your response

Week 6: Towards best practice reputation management

In this module you will:

  • examine how ethics relates to corporate reputation
  • articulate how to be authentic and speak ‘beyond the corporate voice’
  • compare best practice in building a sustainable corporate brand online
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Les intervenants

Bridget Tombleson
Lecturer, Public Relations
Curtin University

Lydia Gallant
Lecturer, Public Relations
Curtin University

Katharina Wolf
Senior Lecturer, Public Relations
Curtin University

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Le concepteur

Curtin University
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La plateforme

EdX est une plateforme d'apprentissage en ligne (dite FLOT ou MOOC). Elle héberge et met gratuitement à disposition des cours en ligne de niveau universitaire à travers le monde entier. Elle mène également des recherches sur l'apprentissage en ligne et la façon dont les utilisateurs utilisent celle-ci. Elle est à but non lucratif et la plateforme utilise un logiciel open source.

EdX a été fondée par le Massachusetts Institute of Technology et par l'université Harvard en mai 2012. En 2014, environ 50 écoles, associations et organisations internationales offrent ou projettent d'offrir des cours sur EdX. En juillet 2014, elle avait plus de 2,5 millions d'utilisateurs suivant plus de 200 cours en ligne.

Les deux universités américaines qui financent la plateforme ont investi 60 millions USD dans son développement. La plateforme France Université Numérique utilise la technologie openedX, supportée par Google.

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