General information

Subject type: Mandatory

Coordinator: Monica Juliana Oviedo León

Trimester: First term

Credits: 6

Teaching staff: 

Georgina Dalmau Sanleandro

Teaching languages

Complementary material may be in Spanish or English.


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.


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.

Learning outcomes

Master the basic technological tools for the use of e-marketing resources, social networks and online reputation management (ORM) to support business decision making

Critically understand the context of reputation and digital identity in terms of building, maintaining, managing and improving personal and corporate branding


Working methodology

Theoretical classes: theory, sessions with specialists and video capsules.

  • MD1. Master class
  • MD2. Conferences
  • MD4. Video capsules

Guided learning: debates and case studies.

  • MD5. Seminars
  • MD6. Debates and forums
  • MD7. Case studies

Autonomous learning: reading and writing content.

  • MD10 Research and reading of articles

 The classroom (physical or virtual) is a safe space, free of sexist, racist, homophobic, transphobic and discriminatory attitudes, either towards students or teachers. We trust that together we can create a safe space where we can make mistakes and learn without having to suffer the prejudices of others.



  • The 2.0 communication context and online reputation


  • 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


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


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

Learning activities

AF1. Theoretical sessions
AF2. Seminars
AF3. Work in group
AF4. Individual work
AF5. Personal study
AF10. Search, read and prepare reviews / text comments on bibliography / information through ICT / virtual platform.

Evaluation system

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

10% SE1. Participation in both classroom and virtual classroom

The internships will be divided into 4 different ones in which aspects related to the reputation of the companies will be evaluated.

The first of these focuses on the identity and image of the company analyzed, in this practice aspects related to the creation of identity are assessed and how these aspects can affect its reputation. The practice is group.

The second practice focuses on personal reputation, in this practice the student generates extensive and reflective work on their personal brand, in this practice seeks reflection on the aspects that affect the digital reputation of the individual. The practice is individual.

The third practice focuses on analyzing the reputation of a chosen brand involved in some recent controversy, analyzing how its reputation has been managed. This practice is group.

The fourth and final practice is about a fictional role play, analyzing and managing the brand’s reputation. This practice is group.



 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:

EVOCA communication notebook 9 Corporate communication


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.