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    PGDM 2019-21 Semester-III (PAPER 2) : PGDM (G) / PGDM (M) / PGDM (F)

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    Diya Biswas
    1) This document outlines an exam for an online reputation management course. It includes two multiple choice sections and a case study question. 2) The case study involves a weight loss franchise that was receiving poor reviews online hurting their business. Their plan was to expand their website, add a reviews page, solicit positive reviews, and implement ongoing reputation management. 3) The exam questions for the case study ask how to measure the current reputation, create a quarterly reputation management plan with goals, and prepare a social media strategy to protect the brand's reputation.

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    PGDM 2019-21 Semester-III (PAPER 2) : PGDM (G) / PGDM (M) / PGDM (F)

    Uploaded by

    Diya Biswas
    29 views1 page
    1) This document outlines an exam for an online reputation management course. It includes two multiple choice sections and a case study question. 2) The case study involves a weight loss franchise that was receiving poor reviews online hurting their business. Their plan was to expand their website, add a reviews page, solicit positive reviews, and implement ongoing reputation management. 3) The exam questions for the case study ask how to measure the current reputation, create a quarterly reputation management plan with goals, and prepare a social media strategy to protect the brand's reputation.

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    QP_ORM_09.12.2020.pdf

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    1) This document outlines an exam for an online reputation management course. It includes two multiple choice sections and a case study question. 2) The case study involves a weight loss franchise that was receiving poor reviews online hurting their business. Their plan was to expand their website, add a reviews page, solicit positive reviews, and implement ongoing reputation management. 3) The exam questions for the case study ask how to measure the current reputation, create a quarterly reputation management plan with goals, and prepare a social media strategy to protect the brand's reputation.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    29 views1 page

    PGDM 2019-21 Semester-III (PAPER 2) : PGDM (G) / PGDM (M) / PGDM (F)

    Uploaded by

    Diya Biswas
    1) This document outlines an exam for an online reputation management course. It includes two multiple choice sections and a case study question. 2) The case study involves a weight loss franchise that was receiving poor reviews online hurting their business. Their plan was to expand their website, add a reviews page, solicit positive reviews, and implement ongoing reputation management. 3) The exam questions for the case study ask how to measure the current reputation, create a quarterly reputation management plan with goals, and prepare a social media strategy to protect the brand's reputation.

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    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
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    New Delhi Institute of Management

    PGDM (G) / PGDM (M) / PGDM (F)

    PGDM 2019-21 Semester-III


    End Term Examination, December, 2020
    (PAPER 2)
    -------------------------------------------------------------------------------------------------------------------------------------------------
    Sub.: Online Reputation Management (Major-2) Paper Code: DGM-05
    Max. Marks: 30 Duration: 2 Hour
    ---------------------------------------------------------------------------------------------------------------------------------------------------

    SECTION – A (2 x 10 = 20 Marks)

    Q1. What are your strongest skills as a online reputation management specialist – i.e. a focus on social media
    marketing a whole brand, public relations of an individual, crisis management? Why?

    Q2. How to create a company image from scratch? Using 3Ms of ORM.

    SECTION B: CASE STUDY (10 Marks)

    Bad Customer Reviews Hurting Business

    Introduction

    This client was a franchise for a publicly traded weight loss company with five locations. They were responsible for their
    own web presence and associated marketing. For years, they mostly gained customers from radio and television
    advertising. While they had plenty of video testimonials, their web presence really just consisted of a landing page.

    Problem
    More and more prospective customers online look at reviews prior to purchasing. In fact, over 70% do! So the problem
    with the franchise is that they obtained several poor reviews for each location on Google. These showed up front and
    center on the first page when anyone searched the franchise name. Prospective customers were being turned off, and the
    franchise was losing business at every location.

    The Plan
    US Lead Network was approached to fix the online reputation issue.
    The plan was multifaceted. • Expand the existing landing page to a full fledged website. • Place a reviews page on the
    website. • Solicit reviews from existing, happy clients. • Implement an ongoing reputation management campaign.

    Questions:
    1. How would you measure the current reputation using tools and social media listening.
    2. Create a quarterly plan for the online reputation management and how will you measure the Goal of your plan.
    3. Please prepare a social media strategy to be more vigilant about the brand reputation on social media.

    *************

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