Advanced Seminar in Marketing, Strategy & Leadership: Reputation Management
| Seminar leader: Seminar Admin: | Frau Prof. Dr. Nataliia Bieliaieva |
| Course langugage: | English |
| Credit points (ECTS): | 6 |
| Participants: | max. 16 |
Objective
- ability to increase the level of competitiveness of organizations as socio-economic systems taking into account the specifics of interpersonal competition in the trade environment
- identify actions that harm the information security of the trade organization, be able to apply methods to ensure it
- to determine and implement a set of actions for the organization of e-commerce and goods and services promotion by means of Internet marketing.
Content
- Topic 1. Impact of reputation management on the activity of the organization
- Topic 2. Reputation protection mechanisms
- Topic 3. Reputation forming and maintaining
- Topic 4. Crisis reputation management
- Topic 5. Corporate reputation assessing
- Topic 6. Online reputation management
- Topic 7. Brand management and reputation management
- Topic 8. Drivers of corporate reputation
- Topic 9. Value of corporate reputation
- Topic 10. How to damage reputation of the company?
- Topic 11. Counterfeits and luxury brands
Application
The registration and distribution for the limited courses of the TUM School of Management will take place via TUMonline.
Timeline & Place
| Date | Time | Place |
| 1. 16.04.2024 | 14:00-18:00 | Room 0505.EG.510 |
| 2. 23.04.2024 | 14:00-18:00 | Online Meeting |
| 3. 07.05.2024 | 14:00-18:00 | Online Meeting |
| 4. 14.05.2024 | 14:00-18:00 | Room 0505.EG.510 |
| 5. 04.06.2024 | 14:00-18:00 | Online Meeting |
| 6. 11.06.2024 | 14:00-18:00 | Room 0505.EG.510 |
| 7. 18.06.2024 | 14:00-18:00 | Online Meeting |
| 8. 25.06.2024 | 14:00-18:00 | Room 0505.EG.510 |
| 9. 02.07.2024 | 14:00-18:00 | Online Meeting |
| 10. 09.07.2024 | 14:00-18:00 | Room 0505.EG.510 |
| 11. 16.07.2024 | 14:00-18:00 | Room 0505.EG.510 |
Examination
Grading is based on these three components (there is no separate exam):
- performance of one written term paper* with an around of 10-25 pages of text (30% of the grading);
- oral presentation* about the topic of the term paper, including max. 20 min presentation + 20 min discussion (40% of the grading);
- seminars attendance by the student and his\her activity at them (participation in discussions, discussion of cases, information search, etc.) (30% of the grading)
* written term paper and it’s presentation – group task, 4-5 students in a group
The examination requirements will measure the student's ability to apply concepts, theories and methods. Moreover, the elaboration of a term paper and a presentation encourages the student to reproduce, analyze and evaluate theoretical knowledge about the student´s respective topic.
The module is considered passed if an overall grade of 4.0 or better has been achieved
Recommended Reading
Doorley, John; Garcia, Helio Fred (2021): Reputation management. The key to successful public relations and corporate communication. Fourth edition. New York, NY: Routledge, Taylor & Francis Group.
Shiraev, Eric B.; Keohane, Jennifer; Icks, Martijn; Samoilenko, Sergei A. (2021): Character Assassination and Reputation Management. New York, NY: Routledge, Taylor & Francis Group.
Ansprechpartner
For any further questions, please contact: Marie Wehinger