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2013/2014  BA-BLC_3NME  New Media, Brand and Reputation Management

English Title
New Media, Brand and Reputation Management

Course information

Language English
Exam ECTS 7.5 ECTS
Type Elective
Level Bachelor
Duration One Quarter
Course period Third Quarter
Changes in schdule may occur:
monday 11.40-14.15, week 5-6,8,10-13 and
thursday 11.40-14.25, week 5-6,8,10,12.
Time Table Please see course schedule at e-Campus
Min. participants 40
Study board
Study Board for BSc og MSc in Business, Language and Culture, BSc
Course coordinator
  • Elanor Colleoni - Department of Intercultural Communication and Management (ICM)
Main academic disciplines
  • Business Ethics, value based management and CSR
  • Communication
  • Corporate and Business Strategy
Last updated on 14-10-2013
Learning objectives
In the era of new technologies, this course develops the necessary capabilities for business school students to understand and to develop new businesses and marketing models associated with Internet and Web 2.0.
Within this course students learn:
1. to analyze and evaluate sites, blogs and social media technologies including social networks considering marketing and business prospective
2. to share, communicate and disseminate content using novel technologies
3. how new technologies affect brand management and reputation
4. how new technologies are related to new business models that engage stakeholders as main actors.
5. new techniques of research and methods, such as sentiment analysis and opinion mining.

Student will learn basic principles of brand management and reputational capital and get acquainted with emerging technologies for communication (Web 2.0) and their strengths and constraints for business and marketing strategies.
Individual project:
Examination form Home assignment - written product
Individual or group exam Individual
The examination will consist of an individual written assignment to be completed in one week. The topic of the assignment will be formulated with the student half way through the course, and must be approved by the teacher.
The topic must relate to
- brand management and stakeholders;
- corporate social responsibility and ethics in the blogosphere;
- company reputation management and measurement;
- social production, open business and new business models.
Students will be required to write between eight and ten pages of single-spaced text in Times New Roman 12, basing the content on the syllabus.
Students will be expected to show that they have achieved the learning objectives outlined above and that they are able to reflect upon their content in an independent, thoughtful manner. The essays will be assessed by a class teacher independently and graded according to the 7-point scale.
Size of written product Max. 10 pages
Assignment type Written assignment
Duration 7 days to prepare
Grading scale 7-step scale
Examiner(s) One internal examiner
Exam period May/June
Make-up exam/re-exam
Same examination form as the ordinary exam
Course content and structure

In the last twenty years, brands and company reputation have been rising sharply as one of the most important source of “value creation” for the companies.

Company reputation and brand management, defined as the perceptions of social responsibility and ethical conduct, are by no means a quantitatively dominant value-form in today’s economy.

In recent years, the new communication environment has severely changed the construction of company reputation and ethical capital.

Companies are facing the potential embedded in Social media and Web 2.0 and the growing importance of managing brand and reputational value in the new media environment. Indeed, the new media environment has created a situation where a growing share of value resource is produced in processes that are beyond the direct control of companies, where companies are stakeholders, together with the consumers.


After an introduction on the concepts of brand management and ethical capital, the course provides students an in-depth analysis of the impact of Social media on different aspects of business.

Particularly, the course focuses on three main issues:

  • Brand Management and Stakeholders engagement, which gives students an overview of how companies are facing the challenge of increased stakeholders engagement;
  • New Business Models in Web 2.0, which provides students an introduction on how stakeholders engage in the construction of brands and brand community, exploring concepts such as user generated content, open-innovation, open-business;
  • Measuring Reputation and Relational Capital, which gives students an overview of the traditional measures of company reputation and the new social-media based indicators, such as sentiment analysis and opinion mining.
Teaching methods
Expected literature
To be announced on Learn, but most likely:
From Old to New media

Key concepts: Network, Collaboration, Participation
Kaplan, A. and Haenlein, K., 2010 “Users of the world, unite! The challenges and opportunities of Social Media”, in Business Horizons 53, pp.59-68.
Ito, T., 2008 “Introduction”, in (eds) K. Varnelis “Networked Publics”, Cambridge: MIT.
Allen, C., 2004 “Tracing the Evolution of Social Software”,

Benkler, Y., 2006 “Social Ties: Networking Together” in The Wealth of the Network,
O'Really, T., 2007 “What is Web 2.0: Design Patterns and Business Models for the Next Generation of Software”, Communications & Strategies 1, pp.17-37

Economic implications of the Networked Society

Key concepts: Brand, Ethical Economy

Arvidsson A. and Petersen N., (forthcoming) “Introduction”, in “The Ethical economy”, Columbia University Press, http://www.ethicaleconomy.com/info/book
Arvidsson, A., 2005 “Brands: A critical perspective”, Journal of Consumer Culture, 5 (2) pp. 235-258.

Corporate Reputation in the Ethical Economy
Key concept: Corporate Reputation

Cornelissen, J. 2011 “Corporate Identity, Corporate Image and Corporate Reputation”, in Corporate Communication: A Guide to Theory and Practice”, Thousand Oaks: Sage.
Walker, K. 2010 “A Systematic Review of the Corporate Reputation Literature: Definition, Measurement, and Theory”, Corporate Reputation Review 12(4), pp.357-387.
CASE Jones, B., Temperley, J., and Lima, A., 2009 “Corporate reputation in the era of Web 2.0: the case of Primark”, Journal of Marketing Management 25(9/10), pp.927-939.

Consumer Empowerment
Branding Co-creation in Online Media
Key concepts: Co-creation

Schultz M. and Hatch, M. J., 2010 “Toward a theory of brand co-creation with implications for brand governance”, in Journal of Brand Management 17, pp.590–604. http://majkenschultz.com/articles/brandcocreation.pdf
Kozinets, RV. Hemetsberger, A. and Schau, HJ., 2008 “The Wisdom of Consumer Crowds: Collective Innovation in the Age of online community”, Journal of MacroMarketing 28(4), pp.339-354.
Syncapse, 201 “The value of a Facebook Fan: an empirical review”, June 2010
360 White paper, 2010 “Twitter and the Consumer Marketer Dynamic”, July 2010
Zwick, D. Bonsu, S.K. and Darmody, A., 2008 “Putting Consumers to Work: `Co-creation` and new marketing govern-mentality”, in Journal of Consumer Culture 8(2), pp.163-196.
T. Ahonen, A. Moore, “Communities dominate brands. Business and marketing challenges for the 21st century”, FutureText, London, 2005

Key concepts: Online trust

Dellarocas, C., 2003 “The Digitization of Word of Mouth: Promise and Challenges of Online Feedback Mechanisms”, Management Science 49 (10) pp.1407-1424.
Reichheld, F., 2003 “The one number you need to grow”, Harvard Business Review, December 2003 (published in digital form at http://www.netzkobold.com/uploads/pdfs/the_one_number_you_need_to_grow_reichheld.pdf )
Kozinets, R. DeValck, K. Wojnicki, A. and Wilner, S., 2010 “Networked Narratives. Understanding word of mouth marketing in online communities”, Journal of Marketing, 74, pp.71-89
Metzger, M. J., Flanagin, A. J. and Medders, R., 2010.“Social and heuristic approaches to credibility evaluation online”, in Journal of Communication 60(3), 413-439.

Online Activism
Key concepts: Online activism

den Hond, F. and de Bakker, F., 2007 ”Ideologically Motivated Activism: How Activist Groups Influence Corporate Social Change Activities”, in Academy of Management Review 32, pp.901-924.
Gladwell, M., 2010 “Small Change: Why the Revolution Will not Be Twitted”, in The New Yorker, October,
Klasseen, A., 2009 ”How to Weather a Twitterstorm”, in Advertising Edge, http://adage.com/article/digital/weather-a-twitterstorm/135991/
Case 1:  Crane, A. and Matten, D., 2010 “From Conflict to Collaboration? Greenpeace´s Greenfreeze Campaign”, in Business Ethics, 3rd Edition, Oxford, pp. 486-489.
Case 2: Greenpeace and the Palm Oil (material will be provided in the session)

Introduction to Digital Methods
Key concept: Digital Etnography

Kozitens, R. 2010 “Netnography: The Marketer´s Secret Weapon”, Working Paper March 2010 Netbase.
Pisanu, F. and Teli, M., 2010 “Ethnography in a brave new world: exploring research in cyberspace”, Working Paper University of Milan.
CASE Bilgram, V.,  Bartl, M. and Biel, S. 2011 “Getting Closer to the Consumer –How Nivea Co-Creates New Products”, Marketing Review S. Gallen 1, pp.34-40.

Business Models 2.0
Key concepts: Peer-to-Peer Production, Crowd-sourcing and Open source
Benkler, Y., 2006 “The economics of Social production”, in “The Wealth of the Networks”, chapter 4 http://cyber.law.harvard.edu/wealth_of_networks/Download_PDFs_of_the_book
Von Hippel, E. 2001 “Innovation by User Communities: Learning from Open-Source Software”, in MIT Sloan Management Review 42(4) pp.82-86.
Howe, J., 2006 “The rise of Crowd-sourcing”, in Wired Magazine Issue 14 http://www.wired.com/wired/archive/14.06/crowds.html
CASE Microloan online systems (material will be provided in the session)

Pisano, G.P. and Verganti, R., 2008 “Which Kind of Collaboration Is Right for You?”, in Harvard Business Review December 2008, pp.1-9.
Last updated on 14-10-2013