COM5220

Word-of-mouth communication reaches massive audiences through digital platforms. This communication about brands provides opportunities to analyze and strengthen organizational reputation. Students use industry tools to learn analysis techniques for reputation management on search engines, rating and review platforms, and social media. Students analyze customers' digital footprints, such as topical trends, sentiment, and influence to gain a big picture about customers' mindset. Therefore, students develop strategies of reputation building, crisis management, and engagement from real world examples.