Enroll Course: https://www.coursera.org/learn/gestao-de-marca-crise-imagem
In today’s hyper-connected world, a brand’s reputation is its most valuable asset, yet also its most vulnerable. With the rise of social media and empowered consumers, businesses are more exposed than ever to potential image crises. Understanding how to manage these challenges is no longer optional; it’s essential for survival.
I recently completed Coursera’s “Gestão de Marca & Crise de Imagem” (Brand & Image Crisis Management) course, and it proved to be an invaluable resource for anyone looking to safeguard their brand’s public perception.
The course is structured logically, starting with the fundamentals of contemporary branding in Module 1. It effectively highlights how brands, while powerful, have become increasingly fragile due to societal shifts and increased scrutiny. This sets the stage perfectly for the core of the course.
Module 2 delves into the foundations of crisis management, defining what an image crisis truly is and exploring its common causes. This section is crucial for developing an awareness of the potential pitfalls that can lead to reputational damage.
What truly sets this course apart is Module 3, which breaks down crisis management into “The 3 Times” – prevention, management, and recovery. This practical framework equips learners with the ability to design basic plans, understand the role of a crisis committee, and strategize for brand recovery. It’s a hands-on approach that moves beyond theory.
Modules 4 and 5 address critical communication strategies and the role of marketing information systems. Learning about integrated brand communication and the importance of prepared spokespeople (Module 4) is vital for effective crisis communication. Module 5 then emphasizes how marketing information systems can be leveraged for informed decision-making during all phases of a crisis, fostering a more critical and data-driven approach.
Finally, Module 6 consolidates the learning with a comprehensive review and a practical decision-making checklist. This final module serves as a great recap and a tangible tool to take forward.
Overall, “Gestão de Marca & Crise de Imagem” is a comprehensive and highly practical course. It provides a solid understanding of brand vulnerability and equips participants with actionable strategies for navigating and mitigating image crises. Whether you’re a marketing professional, business owner, or simply interested in brand reputation, this course is a highly recommended investment in your brand’s resilience.
Enroll Course: https://www.coursera.org/learn/gestao-de-marca-crise-imagem