MKT509 - Online Branding & Reputation Management
MKT509 - Online Branding & Reputation Management
MKT509 - Online Branding & Reputation Management
1. Course information
2. Course Overview
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 wanting to work in
marketing, communications, public relations, social media and advertising. You'll learn how to:
Manage an organization’s online reputation, apply reputational management principles to
manage online issues and crises, and build a strong participatory culture to engage your
audience.
3. Course Learning Outcomes
CL01. Understanding the basics of digital branding and reputation management CL02.
Managing a crisis and responding appropriately across multiple platforms
GA 1 GA 2 GA 3 GA 4 GA 5 GA 6 GA 7 GA 8
SelfInitiative Deep Critical Humility, Open Global Ethical Entrepren
discipline thinking Team- and outlook competen eurial and
knowledge and Building Clear cy and innovative
Problem and Commun sustainabl
solving Leadershi ication e mindset
p Skills
CLO 1 X
CLO 2 X
1. Ref Text 1: Strategic Brand Management: Building, Measuring, and Managing Brand
Equity - by Kevin Lane Keller, Ambi M. G. Parameswaran, Isaac Jacob
2. Ref Text 2: Complete Branding: A Guide to Branding ON the Internet and THROUGH
Social Media - Cassandra Fenyk
3. Ref Text 3: The 11 Immutable Laws of Internet Branding - by Al Ries (Author), Laura Ries
Internet Resources
1. Mudambi, S. M., Doyle, P., & Wong, V. (1997). An exploration of branding in
industrial markets. Industrial Marketing Management, 26(5), 433 – 446.
2. Henry Boateng, Abednego Feehi Okoe, (2015) "Consumers’ attitude towards social
media advertising and their behavioural response: The moderating role of corporate
reputation", Journal of Research in Interactive Marketing, Vol. 9 Issue: 4
3. www. Clickz.com: helps in creating successful Internet marketing campaigns
6. Assessment Tasks
Quiz
Weightage: 20% (refer Rubric of evaluation at the end).
Description: all students are appear for Quiz
Expectation from students: Students should be able to recall and apply concepts discussed
in class
Suggested time to devote to this task: 15-20 minutes
Submission details: automated on Moodle
Feedback and return of work: Immediately after Quiz
Assignments
Weightage: 20% (refer Rubric of evaluation at the end).
Description: all students are to submit on time
Expectation from students: Students must apply concepts discussed in class
Suggested time to devote to this task: 1 hours
Submission details: Plag report on Moodle, Assignment in Hardcopy / Moodle
Feedback and return of work: Script cannot be returned, but feedback will be given after
assessment.
8. Session Plan
Quiz - 1
Criterion Performance level
Quiz-2
Criterion Performance level
Assignment 2
Criterion Performance level
Group Project
Criterion Performance level
It is the responsibility of every student to be aware of the requirements for this course, and
understand the specific details included in this document. It is emphasized that this course
requires a significant commitment outside of formal class contact. The learning tasks in this
course may include classes (lectures or seminars), required reading, the preparation of answers
to set questions, exercises and problems, and self-study. In addition, students may be required
to complete an assignment, test or examination.
LMS-Moodle/Impartus:
LMS-Moodle/Impartus is used to host course resources for all courses. Students can download
lecture, additional reading materials, and tutorial notes to support class participation.
Late Submission
Assessment tasks submitted after the due date, without prior approval/arrangement, will be
not be accepted. Requests for extension of time must be made with the faculty member
concerned and based on Special Consideration guidelines.
Plagiarism:
Plagiarism is looked at as the presentation of the expressed thought or work of another person
as though it is one's own without properly acknowledging that person.
Cases of plagiarism will be dealt with according to Plagiarism Policy of the institute. It is
advisable that students should read student handbook for detailed guidelines. It is also
advisable that students must not allow other students to copy their work and must take care to
safeguard against this happening. In cases of copying, normally all students involved will be
penalized equally; an exception will be if the student can demonstrate the work is their own
and they took reasonable care to safeguard against copying.