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Online Reputation Management by Marangoni Bank

CASELET, DIGITAL MARKETING
ET Cases, 2 Pages

Case Preview

Online Reputation Management by Marangoni Bank

 

The Marangoni Bank is requesting proposal for its Online Reputation Management (ORM). The purpose of the Marangoni Bank behind this exercise is to Increase online reputation by increasing positive reviews and promoting feedback from customers for strong feedbacks and business evaluation. The online reputation management should result in a sense of pride in customers. Improving businesses outreach providing new organic customers as well as increase in returning stem customers for short and long run...............

Teaching Note Preview

Online Reputation Management by Marangoni Bank

 

Synopsis

Marangoni Bank is one of the largest Bank in France with a network of over 19,000 branches and six associate Banks having over 8,000 branches spread across France. Bank also has presence in 12 countries across the globe. The Bank offers wide range of products and services to both Corporate and Retails Customers. The Bank also has one of the largest networks of more than 94,000 ATMs spread across geographical locations. Bank also provides services to its customers through alternate channels such as Internet Banking, Debit Cards, and Mobile Banking etc. To expand further reach, Bank is also forging ahead with cutting edge technologies and innovative new banking models.

The Marangoni Bank is requesting proposal for its Online Reputation Management (ORM). The purpose of the Marangoni Bank behind this exercise is to Increase online reputation by increasing positive reviews and promoting feedback from customers for strong feedbacks and business evaluation. The online reputation management should result in a sense of pride in customers. Improving businesses outreach providing new organic customers as well as increase in returning stem customers for short and long run.

Prerequisite Conceptual Understanding/Before the Classroom Exercise/Reading

Students should have a conceptual understanding of ORM.

Case Positioning and Setting

This case is positioned for the curriculum taught in Term 2 of the Digital Marketing program to address the concepts of Course 6 – Online Reputation Management

Assignment Questions

I. Why do you think Marangoni Bank should be having an ORM strategy and what will be the key advantages of the same?
II............

Preamble to the Caselet Analysis and Suggested Orchestration

This caselet helps understand the current status Marangoni Bank and the need for having a Social media listening tool along with a online reputation strategy. The caselet helps students to analyse and compare which of the two most leading tool in the world, Radian 6 and Meltwater is better also it will help student identify the need and importance of having a listening tool which could cull out insights for brands, understand competition better as well as enhance consumer experience by having a faster response mechanism. The analysis was carried out as in Exhibit (TN)-I...........

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Abstract

This caselet helps understand the importance of Online Reputation Management (ORM) for a Bank based out of France called Marangoni Bank. It is one of the largest Bank in France with a network of over 19,000 branches and six associate Banks having over 8,000 branches spread across France. The Marangoni Bank is requesting proposal for its ORM. The purpose of the Marangoni Bank behind this exercise is to increase online reputation by increasing positive reviews and promoting feedback from customers for strong feedbacks and business evaluation. The online reputation management should result in a sense of pride in customers. Improving businesses outreach providing new organic customers as well as increase in returning stem customers for short and long run.


Pedagogical Objectives

  • To understand importance of ORM
  • To understand customer and competitive insights
  • How can ORM help them to improve business outreach

Case Positioning and Setting

This caselet is positioned for curriculum taught in Term 2 of Post Graduate Diploma in Digital Marketing program to understand and analyse the concept of Course 6 – Online Reputation Management



This Case Pack Includes:
- Abstract
- Caselet
- Teaching Note (**ONLY for Academicians)
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