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2010/2011  BA-3NME  New Media, Brand and Reputation Management

English Title
New Media, Brand and Reputation Management

Course Information

Language English
Point 7,5 ECTS (225 SAT)
Type Elective
Level Bachelor
Duration One Semester
Course Period Spring
Time Table Please see course schedule at e-Campus
Study Board
Study Board for BSc og MSc in Business, Language and Culture, BSc
Course Coordinator
Elanor Colleoni
Main Category of the Course
  • Business Ethics, value based management and CSR
  • Communication
  • Corporate and Business Strategy

Taught under Open University-Taught under open university.
Last updated on 29 maj 2012
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
Exam Period May/June
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.
Prerequisites for Attending the Exam
Course Content

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.

A Arvidsson, “The Logic of Brand”, Working Paper Series n. 36 Dept. of Sociology, University of Milan, 2008 (downloadable at http://www.scribd.com/doc/110246/The-Logic-of-the-Brand-by-Adam-Arvidsson )

Y. Benkler, “The Wealth of Networks”, Yale University Press, 2006, (downloadable at http://cyber.law.harvard.edu/wealth_of_networks/Download_PDFs_of_the_book ) (selected chapters)

S. Schroeder, “The Web in Numbers: The rise of Social Media”, 2009, (published in digital form http://mashable.com/2009/04/17/web-in-numbers-social-media/ )

Supplemental texts will be included throughout the course and other readings will be posted on the internal shared space, listed on the day that they will be discussed in class.