CRISIS COMMUNICATION & REPUTATION MANAGEMENT
Learning outcomes of the course unit
By the end of the Lab students will have acquired in-depth knowledge
and understanding regarding Reputation management and Crisis governance. This will
enable them to apply knowledge in terms of analytical skills and of
problem solving, with particular reference to Social Media Monitoring, Brand Reputation Management and Crisis Management. Through course attendance and self-study
students will be able to develop their capability of making judgements
independently reaching the ability to take both strategic and executive
decisions, even in uncertain conditions. During the Lab highly
specialized/technical language will be adopted in order to stimulate
students to improve their communication skills on line and off line with a
view to allowing the predisposition of short analytical reports destined to
a public of specialists on Retail and Social Media. In particular, the student will learn how to use Social Media in order to contain and overcome the crisis phase. This means learning to measure times, tones, contents and conversation context. Learning skills of the
students will be stimulated by means of the request to enlarge, update
and independently/continually deepen knowledge acquired in class and in
Having successfully passed Relational Marketing exam.
Course contents summary
1. Principles of reputation.
2. Managing complaints.
3. Crisis classification and causes.
4. To do list: before the crisis.
5. Social Media Monitoring.
6. How to manage a crisis: real time marketing tools.
7. The new customer service.
The Lab aims to develop students' attention regarding both Reputation importance and Crisis management in a set of cases that start with complaints management and end with trolling episodes. At the end of the Lab, students will be autonomous in preventing, recognizing and managing reputational crisis. Together with a brief theoretical introduction, ample space will be given to case histories, practical applications and managerial lessons. Those subjects are developed making particular reference to digital environment and social media tools.
Negri Francesca, NETWORKCRACY, (2013), Giappichelli: Cap. 7
2 Articles (english)
The development of knowledge and understanding will be enriched by
means of the combined use of traditional face-to-face lectures,
cases discussions, managerial lessons and group work. The ability to
apply knowledge and understanding will come about through critical
reflection on cases and themes proposed, but also carrying out of group
projects. Making judgements will
be developed by two-way interaction in class between students/teacher
and between students/students. Communication skills will be encouraged
through the use of specific expressions and report activities which are
commonly adopted in the Social Media Marketing community. Learning
skills will be consolidated during the moments of self and group study
which aim to prepare the final exam. Teaching methods aim to stimulate a proactive and critical approach, encouraging interactive learning.
Assessment methods and criteria
The final exam is written in a first stage, with an oral presentation in a second moment. Knowledge and understanding will be tested through a project work made by the students, in which will be clearly pinpoint the personal contribution. The written form aims students to develop the ability to
synthesize information and the presentation stage permits to experiment how to organize a speech.
Communication skills using appropriate language will be tested through
evaluation of suitability of vocabulary and form of expression used during
the final presentation.
The final project work will focus on the most significant and up-to-date
aspects regarding topics of Crisis Management.
Making judgements and learning skills will be tested by evaluating the ability of the students to argue relevant points in the project work and to identify main managerial implications of the themes discussed
Final mark will be composed by: level of interaction during the lessons (10%), personal credit in the project work (70%), oral presentation (20%).
A marketing contest will be held to select students, evaluating skills and motivation.