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所在平台: Coursera |
课程主页: https://www.coursera.org/learn/reputation-management-facebook-cambridge-analytica
课程评论：没有评论
课程名称：声誉危机？Facebook遇上剑桥分析公司 课程概述：你还记得你第一次创建Facebook账户的情景吗？你知道你在Facebook上分享的数据和故事会发生什么吗？你了解Facebook与剑桥分析公司的危机及其影响吗？在本课程中，您将深入探讨声誉管理，通过分析这一危机的案例，理解其对Facebook、科技行业和整个社会的深远影响。课程将探讨企业声誉的概念，涉及数据隐私、领导力及企业文化等主题，尤其是扎克伯格的领导方式可能对Facebook产生的影响。在最终项目中，您需要将理论与实践相结合，对事件进行分析并提出未来发展建议。 本课程包含6个模块，学习时长约20小时。推荐给学习传播或管理的学生、关注危机与声誉管理的从业者，或任何对实际商业挑战感兴趣的学习者。每周您将接触到包括视频、测验、讨论论坛和学术阅读在内的生动内容，并鼓励将所学应用于案例分析。最后一个模块——顶点项目将通过同行评审进行评估。 拓宽您对声誉与危机管理的认知，磨练您的决策能力。准备好从Facebook的案例中提取可应用于其他情境的经验教训了吗？立即注册！ 您将学习到的内容： - 分析数字时代声誉管理的挑战 - 考察领导力与企业文化在声誉管理中的作用 - 了解反机构机制（如举报）的重要性，以制衡企业权力和影响力 - 探讨政治与商业的互动及其伦理和社会后果 - 理解企业在商业组织中的更广泛责任 - 分析大型科技公司如何管理或调和商业与社会利益之间的矛盾 课程大纲： 1. **MOOC介绍与案例研究方法**：了解Facebook与剑桥分析公司的丑闻，学习案例教学法。 2. **声誉管理**：基础企业声誉知识以及数据隐私的重要性。 3. **领导力与文化**：探索企业文化与领导力对企业声誉的相关性。 4. **治理与举报**：讨论举报者在揭露丑闻中的关键角色。 5. **企业责任与以目的为导向的组织**：思考企业在社会中的作用和利益相关者的影响。 6. **顶点项目**：综合前面章节的学习，进行案例分析并完成顶点项目。 通过本课程，学习者将从多个角度应用声誉管理的知识，批判性分析Facebook与剑桥分析丑闻的特别情况，确保掌握和应用课中所学的资源与知识。
Name:Introduction to the MOOC and the Case Study approach
Description:This week, you will be introduced to the case of Facebook – Cambridge Analytica scandal: what happened, how the scandal evolved, and how the two companies were implicated. You will also get to know more about the case teaching method, and will learn how to best tackle this type of approach to learning. After you have viewed the two videos, we invite you to read the case and complete a short quiz to test your understanding of case facts.
Name:Reputation Management
Description:This week, we will take you through the basics of corporate reputation – what it is, and why it is so vital for organizations. Moreover, this week features a discussion with two experts about data privacy, and how critical it is for all organizations in the contemporary business climate, and for big tech in particular.
Name:Leadership and Culture
Description:This week, we will look into culture and leadership, and explore its relevance for corporate reputation. More specifically, we will look at the importance of leadership in today’s dynamic business environment and highlight the key challenges facing corporate leaders. This week we also have an expert to share his knowledge and understanding about the topic.
Name:Governance and Whistleblowing
Description:This week, our focus turns to the very reason we got to know about the Facebook and Cambridge Analytica scandal. As the misconducts were brought to the daylight by the whistleblowers, Christopher Wylie and Brittany Kaiser, it highlights the critical yet contested role of whistleblowing in and for organizations and for the whistleblowers themselves.
Name:Corporate Responsibilities and Purpose-driven Organisations
Description:This week, we will tackle the final driver of reputation that is included in this course: Corporate responsibility (also known by other related terms such as citizenship, corporate social responsibility or business responsibility, etcetera). The video and readings for this week will prompt you to think about the purpose of business in society, as well as the impact of stakeholders on businesses.
Name:Capstone Project
Description:This final week brings all the previous weeks together by summarizing them and presenting learners with the assignment of the Capstone Project. In addition to the final assignment, we provide learners with additional information that they can use to inform their analysis: (a) Case Epilogue; and (b) additional perspective from the academic experts featured in earlier weeks. Please watch the videos and review this additional material before you start working on the capstone project. Upon completion of this Project, learners will have applied the relevant knowledge about reputation management from a number of different angles, and will have analyzed the particular situation of Facebook and Cambridge Analytica scandal critically. This ensures the resources and the knowledge obtained throughout the course is brought together seamlessly and is actively used in a practical setting, ensuring that learners have gone through the materials and are able to apply it.
Do you remember when you first created your Facebook account? Do you know what happens to the data and stories you share on Facebook? Are you aware of the Facebook – Cambridge Analytica crisis and its ramifications? In this course, you will take a deep dive into reputation management by tackling a case study on the crisis, the effects of which are still unravelling for Facebook, the tech industry, and society at large. You will explore the concept of corporate reputation, and touch upon topics such as data privacy implications for the big tech or the importance of leadership and culture, and how Mark Zuckerberg’s leadership might have affected Facebook in particular. In the final project, you will be asked to link theory and practice to provide an analysis of events and make recommendations for Facebook, going forward. This 6-module course has a study time of about 20 hours. It is recommended for anyone studying communication or management, practitioners interested in crisis and reputation management, or anyone with an interest in case learning that explores real-life business challenges. Each week, you will be introduced to engaging content, such as videos, quizzes, discussion forum, and academic readings, and be encouraged to apply learned knowledge to the case. The final module – the capstone project – is assessed by peer review. Broaden your knowledge of reputation and crisis management, and hone your critical decision-making skills. Are you ready to look beyond Facebook, and draw lessons from it that can be applied in many other situations? Register now! WHAT YOU WILL LEARN • Analyse the challenges of reputation management in the digital age • Examine the role of leadership and corporate culture in reputation management • Understand the role and relevance of counter-institutional mechanisms, such as whistleblowing, to check corporate power and influence • Examine the interaction and nexus of politics and business and their ethical and societal consequences • Understand the wider scope of corporate responsibilities in business organisations • Analyse how large tech companies manage or reconcile the paradox between commercial and societal interests
