TecnoCampus Foundation
eCampus
University Business
eCampus

What are you looking for?

General information

Subject type: Mandatory

Coordinator: Monica Juliana Oviedo León

Trimester: First term

Credits: 6

Teaching staff: 

Georgina Dalmau Sanleandro

Teaching languages

  • Catalan

Complementary material may be in Spanish or English.

Skills

Basic skills

  • B4. That students can convey information, ideas, problems and solutions to both specialized and non-specialized audiences.

Specific skills

  • E10. Analyze and evaluate the role of digital communities and social media in business.

  • E13. Identify the basic tools of e-Marketing.

     

  • E14. Apply the knowledge acquired to the management of digital communities.

  • E7. Manage in a timely and convenient manner the resources available in the work environments in which it is to be directed.

  • E9. Apply technological tools for the use of business resources through Marketing.

General competencies

  • G1. Be able to work in a team, actively participate in tasks and negotiate in the face of dissenting opinions until reaching consensus positions, thus acquiring the ability to learn together with other team members and create new knowledge.

Transversal competences

  • T3. Demonstrate entrepreneurial leadership and leadership skills that build personal confidence and reduce risk aversion.

  • T5. Develop tasks applying the knowledge acquired with flexibility and creativity and adapting them to new contexts and situations.

Description

Mass communication goes digital at breakneck speed. Citizens, businesses and institutions use digital platforms to communicate. Until now, companies had control over the messages they issued. In this context, the reputation was rather under their control, as the influence that consumers could have through word of mouth was limited. In the new context, citizens participate in the creation and distribution of content, and the reputation no longer belongs only to the company but also to consumers, who through virtual word of mouth can accredit or discredit a company. 

The student will know the management models of communication 2.0 and conversations online.

The student will learn how to manage reputation online of a brand or person on the Internet.

The student will know how to prevent and manage a reputation crisis.

The student will face real cases of crisis of reputation in the field 2.0 and will analyze the main keys, successes and errors in the management of the same.

The student will learn to debate and defend arguments.

The student will participate in a role play: will have to make key decisions for the management and resolution of real and fictitious digital crises.

Contents

SUBJECT 1: CONTEXT OF THE COMMUNICATION 2.0. AND DIGITAL MARKETING

  • The 2.0 communication context and online reputation

SUBJECT 2: PUBLIC RELATIONS 2.0

  • From identity to reputation through the image to the digital context: verification + validation, personal aspect and corporate aspect
  • The importance of brand visibility and recognition. The brand as a story (archetypes, storytelling)
  • Personal brand study cases
  • Corporate identity case studies

SUBJECT 3: INTERNAL AND EXTERNAL COMMUNICATION

  • Reputation analysis and corporate internal and external communication
  • Detection of stakeholders + internal and external communication channels
  • Crisis communication in corporate communication
  • Case studies 

SUBJECT 4: CONCLUSIONS ON ONLINE REPUTATION AND DIGITAL IDENTITY

  • Legal, economic and ethical framework of digital reputation
  • The memory of the Internet and the right to be forgotten

Evaluation system

50% SE4. Final exam.
40% SE2. Individual or group practices

10% SE1. Participation in both classroom and virtual classroom

 

REFERENCES

Basic

 LEVINE, RICK; LOCKE, CHRISTOPER; SEARLS, DOC; WEINBERGER, DAVID. The Cluetrain Manifesto: The Sunset of the Company. Bilbao: Deusto, 2009.

ACED, C. Public Relations 2.0: how to manage corporate communication in the digital environment. Barcelona: UOC, 2013.

ACED, CRSITINA; ARCHES, NEUS; BENITEZ, MAGALI; LLODRÁ, BEL; SANAGUSTÍN, EVA. (2009). Visibility. How to manage your reputation on the internet. Madrid: Gestión 2000, 2009.

 

EVOCA Communication Booklet Digital Reputation and Online Identity: http://neolabs.es/evoca/down/cuadernos5.pdf

EVOCA communication notebook 9 Corporate communication http://neolabs.es/evoca/down/cuadernos9.pdf

THEAKER, ALISON (2011) The Public Relations Handbook (Media Practice). New York: Routledge

Complementary

MARTÍNEZ SANZ, RAQUEL. and DURÁNTEZ-STOLLE, PATRICIA. "Crisis management in the digital scenario: effects on online reputation and guidelines for action in their communication." In: II International Congress of the Digital Society, Complutense University of Madrid, 2011.

LINDSTROM, MARTIN Buyology, Verdades y mentiras de por qué compramos (2010), Gestión 2000