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Technical University of Munich

Advanced Seminar in Marketing, Strategy & Leadership: Reputation Management

Seminar leader:Frau Prof. Dr. Nataliia Bieliaieva
Contact person:Marie Wehinger
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

DateTimePlace
16.10.202515:00-19:00Room 0505.EG.540
23.10.202515:00-19:00Online Meeting
30.10.202515:00-19:00Online Meeting
13.11.202515:00-19:00Room 0505.Z1.538Z
20.11.202515:00-19:00Online Meeting
27.11.202515:00-19:00Room 0505.Z1.538Z
08.01.202615:00-19:00Online Meeting
15.01.202615:00-19:00Online Meeting
22.01.202615:00-19:00Online Meeting
29.01.202615:00-19:00Room 0505.Z1.538Z
05.02.202615:00-19:00Room 0505.EG.540

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

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