Online Reputation Crisis Management & Reputation Management

November 6, 2022

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November 8, 2022

General description & objective of course

The MSc in Online Reputation and Crisis Management uses risk theory in an interdisciplinary analysis of the cause, effect and extent of a crisis or disaster, for a brand, in an online context. Beneficial to real life applications, this course teaches cognitive analysis and problem solving using surrounding online resources.

The course provides an overview of the implications of online reputation backed by organizational branding theory, relevant, and recent case studies. It aims to develop in students an understanding of the diverse issues faced by organizations in the digital age as well as critical thinking about how to handle crises and reputation. For example, turning around a risk or crisis into an opportunity to enhance the brand or enter new markets.

This course is theory oriented, following a case study teaching methodology or else in order to develop student’s critical thinking regarding online reputation management.

November 6, 2022

Course structure

Session - Description
1 - E-reputation fundamentals: corporate & personal
Case studies
2 - Preparing for crisis, building a participating culture
Case studies
Choose a project
3 - Crisis management plan | How online changed media cycle
Case studies
4 - Managing reputation during crisis
Case studies
5 - Social media crisis management | Crisis response
Case studies
MCQ evaluation
Deliver Capstone project written presentaton
6 - Conclusion – e-reputation & crisis management best practices
Projects oral presentation
November 8, 2022


The coronavirus disease 2019 (COVID-19) has changed our world forever and has had a profound and rapid impact on higher education institutions across the world. If COVID-19 has taught us anything, it is that none of us can predict what lies ahead, in such a global world.
Data are abundant. Everywhere from the type of coffee you purchased today or the transportation ticket you used last month to your Google queries and your Instagram Likes and Shares from last week.
Although data are readily available to collect, it is not easy to manage or analyze it as well as to make appropriate interpretations to inform business decisions.
What we can foresee is that as a business leaders and executives, you will likely face other crises in the future with the need to manage data and systems.
What are the lessons you can learn from previous crises such as COVID-19? How do you prepare for a better response to future critical events, for your organization?
This course helps you to try how learn how thinking about it.

November 8, 2022

Course Materials

    Suggested readings

    Crisis Assessment, Intervention, and Prevention, 3rd edition
    by Lisa Jackson-Cherry and Bradley T. Erford
    Published by Pearson (January 17th 2017) - Copyright © 2018 reference to read
November 6, 2022


10% - Participation
40% - Synthesis on a studied business case
50% - Projet + written/oral presentation
Presentations last 15 minutes each.

November 6, 2022

Session 1

  • E-reputation fundamentals : personal branding | corporate branding
  • Reputational risks
  • Track and measure e-reputation
November 6, 2022

Session 2

  • Measuring online reputation
  • Impact of online on crisis management
  • Building participatory culture
    • Building participatory culture:
      Harry Potter Alliance case study
    • Glossier Case
November 8, 2022

Session 4-5

  • Building reputation through Social media management
  • Preparing for social media crisis
  • Online reputation mistakes : Nestle business case
November 8, 2022


  • Germanwings
  • Foxconn
  • Abercrombie & Fitch
  • Texaco
  • Blizzard entertainment
  • Banking on social media
  • The Red Hen
  • Mountain equipment co-op
  • Domino's Pizza
  • Facebook
  • Planes, trains and social media
  • Hasbro
  • United Breaks Guitars
November 8, 2022

Student Learning Outcomes

The learning outcomes for this class are:

  • Analyze: The students will be able to analyze the new trends of digital marketing strategy.
  • Evaluate: The students will be able to evaluate the good canals and tools to develop a successful digital marketing strategy.
  • Create: The students will be able to create digital marketing plans.
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  • The learner will need to create several accounts on social media platforms, curation platforms and other necessary websites. A familiar use of Internet is necessary.
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Tie-in-with the corporate world

  • To be equipped with efficient business skills
  • To be entrepreneurially-minded
  • To be a project manager with a strategic overview