Reputation Crisis? Facebook meets Cambridge Analytica from Coursera

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

What's inside

Syllabus

Introduction to the MOOC and the Case Study approach

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.

Reputation Management

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.

Leadership and Culture

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.

Governance and Whistleblowing

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.

Corporate Responsibilities and Purpose-driven Organisations

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.

Capstone Project

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.

Good to know

Know what's good

, what to watch for

, and possible dealbreakers

Teaches various facets of reputation management relevant to anyone studying communication or management

Features case study on Facebook-Cambridge Analytica scandal, providing practical example of reputation management crisis

Taught by Dr. Vidhi Chaudhri and Tao Yue, recognized experts in reputation management

Includes peer review to provide learners with feedback on their analysis and recommendations

Requires prerequisite knowledge of case study teaching method

Reviews summary

Well-received crisis management course

Learners say this course is informative and engaging. They particularly value its timely and relevant case study.

Content is timely and contemporary.

"This timely course."

"The readings and videos support the lecture material and the case study is excellent."

Learners rave about case study.

"I thought the case study was very relevant for contemporary reputation management."

"The case study is excellent."

One learner is frustrated by an unclear completion rate.

"Although I finished one week later, I am unable to identify the missing 3%. In contrast, other courses typically issue certificates immediately upon completion."

Activities

Be better prepared before your course. Deepen your understanding during and after it. Supplement your coursework and achieve mastery of the topics covered in Reputation Crisis? Facebook meets Cambridge Analytica with these activities:

Review data analysis techniques

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Strengthen your data analysis skills in preparation for the course. Revisit statistical methods, data visualization techniques, and data interpretation principles to ensure a solid foundation for understanding the Facebook - Cambridge Analytica case.

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Review statistical concepts
Practice data visualization techniques
Analyze case studies or datasets

Review basics of reputation management

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Start the course by revisiting foundational concepts of reputation management. Review materials from previous courses or explore introductory articles to refresh your understanding.

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Gather course materials and notes
Review lecture slides and textbooks
Complete practice questions or quizzes

Read 'The Age of Surveillance Capitalism' by Shoshana Zuboff

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Gain a deeper understanding of the broader context of the Facebook - Cambridge Analytica scandal by exploring Shoshana Zuboff's seminal work on surveillance capitalism and its implications for society.

View The Age of Surveillance Capitalism: The Fight... on Amazon

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Read the book
Identify key concepts and theories
Apply insights to the course case study

Four other activities

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Complete exercises on data privacy and ethics scenarios

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Sharpen your critical thinking and decision-making skills by practicing data privacy and ethics scenarios. Engage in simulations or case studies to apply your knowledge in practical situations.

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Identify ethical dilemmas related to data privacy
Analyze potential consequences
Develop and evaluate solutions

Attend industry events or conferences on reputation management

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Connect with professionals in the field of reputation management by attending industry events or conferences. Engage in discussions, learn about best practices, and expand your professional network.

Browse courses on Reputation Management

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Research and identify relevant events
Register and attend the event
Actively participate in discussions

Develop a hypothetical crisis management plan for Facebook

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Put your learning into practice by crafting a hypothetical crisis management plan that outlines how Facebook could have responded more effectively to the Cambridge Analytica scandal.

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Research best practices in crisis management
Analyze the Facebook - Cambridge Analytica case
Develop a comprehensive crisis management plan

Contribute to open source projects related to data privacy or ethics

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Engage with the broader community working on issues related to data privacy and ethics by contributing to open source projects. This will provide hands-on experience and expand your knowledge beyond the classroom.

Browse courses on Data Privacy

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Explore open source projects
Identify areas to contribute
Submit code or documentation changes

Career center

Learners who complete Reputation Crisis? Facebook meets Cambridge Analytica will develop knowledge and skills that may be useful to these careers:

Corporate Reputation Manager

As is evident from the title, this course is about Corporate Reputation. It seeks to investigate the intricate connection between big business, its conduct, the public perception of it, and the fallout when these elements interact.

See salaries and explore the career path for Corporate Reputation Manager

Crisis Management Manager

This course focuses heavily on crisis management, which is a vital skill for anyone in this career, at any level. With its focus on case study, this course will challenge you to examine real-world, high-stakes crises that involve corporate reputation.

See salaries and explore the career path for Crisis Management Manager

Head of Communications

This course covers key issues in Corporate Communications. It is highly recommended for someone who wishes to lead a corporate communications team.

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Communications Manager

Communication and Reputation go hand-in-hand. This course can help you learn how to build and manage the reputation of your business through strategic communication.

See salaries and explore the career path for Communications Manager

Public relations manager

Public Relations is a critical skill taught and developed in this course. It is crucial to protect reputation and grow a business. This course gives you unique insights into the corporate challenges of protecting reputation. It teaches you to identify problems early on and respond to them in a positive way.

See salaries and explore the career path for Public relations manager

Corporate Social Responsibility Manager

Corporate Social Responsibility can be a pillar of a good reputation. This course can help you to think critically about the challenges of CSR.

See salaries and explore the career path for Corporate Social Responsibility Manager

Risk Manager

Reputational risk is a serious concern. Understanding how to manage risk is important for anyone in this role.

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Marketing Manager

Marketing and Reputation Management often overlap. In this course, you learn the dos and don'ts of building reputational capital, which can give you an advantage in marketing campaigns.

See salaries and explore the career path for Marketing Manager

Stakeholder Engagement Manager

This course can help you hone your skills at managing stakeholders, turning them into advocates for your company and its reputation.

See salaries and explore the career path for Stakeholder Engagement Manager

Public Policy Manager

This course discusses the interaction between business and politics, a critical issue in Public Policy Management.

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Whistleblower

This course may be useful for learning about whistleblower protection, and the critical roles that whistleblowers play in protecting corporate reputation.

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Reputation Risk Analyst

This course may be useful for understanding the roots of reputational risk, and how to analyze the costly trajectory of a crisis from its onset.

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Public Affairs Manager

Public Affairs often overlaps with reputation management, so this course may be useful, particularly for understanding best practices and pitfalls of public relations.

See salaries and explore the career path for Public Affairs Manager

Corporate Governance Officer

This course may be useful for understanding theoretical aspects of corporate governance, including key issues like whistleblowing.

See salaries and explore the career path for Corporate Governance Officer

Media Relations Manager

This course may be useful for understanding the role of media in a corporate reputational crisis.

See salaries and explore the career path for Media Relations Manager