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Reputation Management in a Digital World

Reputation Management in a Digital World

About the course

In this course, you will assume the role of a communications manager for a fictional organization, making key decisions that will affect its online reputation.

You will learn:

  • How to build a robust and sustainable online reputation;
  • The positives of building a strong participatory culture;
  • How to manage social media issues based on real-life examples;
  • How to manage a crisis and respond appropriately across multiple platforms.

Throughout the course, you will learn from real-life case studies and gain an understanding of the important role that blogs, Facebook, Twitter, Snapchat, and other social platforms play in today’s business world.

The digital landscape is fast-paced and continually changing, yet is also a challenging and exciting environment in which to work. This course is relevant to anyone professionally involved in marketing, communications, public relations, social media, and advertising.

This course is part of the CurtinX MicroMasters Credential in Marketing in a Digital World, specifically designed to teach the critical skills needed to be successful in this exciting field. To qualify for the MicroMasters Credential, you will need to earn a Verified Certificate in each of the five courses.

Check out: Digital Skills: Grow Your Career (MOOC)

What you will learn

By the end of this course, you will know how to:

  • Successfully manage an organization’s online reputation;
  • Apply reputational management principles to manage online issues and crises;
  • Build a strong participatory culture to engage your audience.

About the instructors

Bridget Tombleson is a PR professional with sixteen years’ experience in public relations, media relations, issues management, strategy development and internal communications. Bridget has worked in government, corporate and consultancy roles in Australia and overseas. She has developed a new unit called Transmedia Storytelling for the Public Relations course at Curtin University. She teaches across multiple platforms and embeds PR skills that will be prized in the future, so that graduates' attributes stay relevant on graduation.

Lydia Gallant is a lecturer in the public relations stream at Curtin University’s Business School – delivering innovative, integrated, and creative teaching practices, and working with outstanding students. She has more than 15 years’ Australian and Canadian professional experience in agency/consultancy and in-house corporate communication roles. She specializes in brand journalism, media relations, stakeholder engagement, and marketing communication and has taught these disciplines in both corporate workshop and university environments.

Dr. Katharina Wolf is a senior lecturer and coordinator of the public relations major. Katharina has over fifteen years of communications and media experience as an educator and practitioner. Her industry experience encompasses communications and research roles in Germany, Spain, the United Kingdom, and Australia. Katharina is passionate about providing emerging communicators with a voice and further building the profile of the public relations industry. She is an active member of the Public Relations Institute of Australia's (PRIA) West Australian State Council, the immediate past President of PRIA WA, a Director on the national PRIA Board, a former Chairperson of PRIA Young Guns, and Acting Chairperson of the Institute’s national Education Community Committee.

Duration: 6 weeks, 3-4 hours per week

Language: English

Instructors: Bridget Tombleson, Lydia Gallant, and Katharina Wolf

Institution: Curtin University



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