COM323e Assignment: Crisis Management

Module / Subject / School:

COM323e Assignment: Crisis Management

Singapore University of Social Sciences

What we score:

83%

Requirements: 

This Tutor-Marked Assignment (TMA) 2 requires you to answer questions based on a scenario.

Vertafit, a premium gym and fitness apparel brand, has built a strong reputation for high-quality products and an empowering fitness community. However, the brand faces a potential crisis after a whistleblower reveals that an internal training session conducted by a senior manager included offensive remarks and bullying behaviour that
contradicted the company’s stated commitment to Diversity, Equity, and Inclusion (DEI).

The incident quickly gained traction on social media, with users calling out Vertafit for not practicing what it preaches about inclusivity. Customers and employees alike are expressing disappointment, and several news outlets have reached out for a statement.

Our Writer’s Comment 

Question 1 of TMA02 assesses a student’s ability to design and evaluate a credible crisis response, not simply react to reputational damage. The Vertafit scenario is particularly challenging because it involves value-based misconduct. This is a mismatch between stated DEI commitments and internal behaviour, which tends to attract stronger public scrutiny and lower tolerance for perceived insincerity.

A common weakness is treating the incident as a communications failure alone. High-scoring works recognise this as an organisational culture and leadership issue, where messaging must be supported by concrete internal action. Another frequent issue is poor role clarity, where responsibilities are vaguely assigned without clear accountability.

General Tips to Improve Your Score

Structure your response by crisis phase
Distinguish clearly between immediate response, short-term stabilisation, and longer-term trust rebuilding.

Assign roles with purpose
Specify who is responsible for investigation, communication, decision-making, and stakeholder engagement, and why.

Balance transparency and reputation protection
Acknowledge harm and responsibility without speculating or undermining due process.

Link evaluation methods to DEI outcomes
Monitoring sentiment alone is insufficient; show how feedback informs meaningful change.

Avoid generic apologies
Every recommendation should be justified by the nature of the crisis and stakeholder expectations.

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