This master’s-level course offers an advanced exploration of crisis management principles and practices within marketing and communication contexts. Designed for graduate students, the curriculum combines theoretical frameworks, empirical case analyses, and hands-on applications to prepare future leaders for managing brand reputation and stakeholder trust under pressure. Emphasis is placed on integrating traditional and digital channels, leveraging predictive and immersive technologies, and embedding legal, ethical, and sustainability considerations into every phase of crisis response. Through rigorous evaluation methods and comparative studies, students will develop the critical thinking and decision-making skills necessary to design, implement, and refine comprehensive crisis management strategies in global, multi-stakeholder environments.
Key Points Covered in the Course
- Fundamental Crisis Management Models
This section introduces core theoretical frameworks—Situational Crisis Communication Theory, Image Repair Theory, and the Five-Stage Crisis Management Model. It examines their assumptions, prescribed strategies, and limitations, enabling students to select and adapt models for diverse crisis scenarios. Comparative analysis of these models lays the groundwork for evidence-based decision making in high-stakes marketing environments. - Stakeholder Analysis and Engagement Techniques
Focused on identifying and prioritizing affected groups, this component employs salience frameworks (power, legitimacy, urgency) and social network mapping to reveal influence pathways. Tailored engagement strategies—ranging from interactive webinars to digital listening posts—are developed to address the unique concerns of customers, employees, regulators, and community groups. Mastery of these techniques ensures targeted communication and trust building during crises. - Integrated Channel Strategies for Crisis Response
Students learn to orchestrate traditional media (press releases, hotlines, conferences) alongside digital platforms (social media, email, websites) in unified crisis campaigns. Protocols for synchronized messaging, approval workflows, and multi-channel analytics dashboards are explored to maintain consistency and maximize reach. Case studies demonstrate how channel integration mitigates misinformation and reinforces organizational credibility. - Preparedness Planning, Protocols, and Team Dynamics
This module covers comprehensive risk assessment methods—such as scenario analysis and FMEA—translation of findings into crisis management plans and SOPs, and the structuring of cross-functional response teams. Simulation exercises (tabletop to full-scale drills) and plan audits are employed to test, refine, and institutionalize readiness. Effective team charters and governance frameworks ensure accountability and agility when crises emerge. - Measurement, Evaluation, and Continuous Learning
Emphasizing a data-driven approach, this section defines key performance indicators—response times, sentiment shifts, media coverage metrics—and integrates them into unified reporting dashboards. Qualitative methods (surveys, focus groups) complement quantitative analytics. After-action reviews and external benchmarking spur iterative playbook revisions, embedding lessons learned into organizational memory and fostering a culture of continuous improvement. - Emerging Technologies, Ethics, and Future-Ready Strategies
The final key point examines the impact of artificial intelligence, AR/VR simulations, predictive and agent-based modeling, and decentralized platforms on crisis dynamics. Ethical frameworks address AI bias, data privacy, and transparency, while sustainability and social responsibility are integrated into recovery campaigns. Collaborative learning ecosystems—crowdsourced case repositories and academic partnerships—prepare students to innovate and adapt in an evolving global marketing landscape.