- De www.edx.org
Reputation Management in a Digital World
- 6 sequências
- Intermediate Level
- Começa em 11 março 2024
- Termina em 19 novembro 2024
Detalhes do curso
Programa de Estudos
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
Pré-requisito
Students should have an understanding of marketing and public relations concepts. Students also need an understanding of different online platforms.
Instrutores
Bridget Tombleson
Lecturer, Public Relations
Curtin University
Katharina Wolf
Senior Lecturer, Public Relations
Curtin University
Editor
A Curtin University é a maior instituição de ensino superior da Austrália Ocidental. O seu campus principal situa-se em Perth, na Austrália Ocidental. Fundada em 1966, foi inicialmente conhecida como Western Australian Institute of Technology (WAIT) e, a partir de 1986, como Curtin University of Technology, antes de assumir o seu nome atual em 2010. O seu nome é uma homenagem a John Curtin, Primeiro-Ministro da Austrália durante a Segunda Guerra Mundial.
Plataforma
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.