ELE 3705 Reputation and Corporate Communication
Today, reputation is recognized as one of the most important assets of an organization. However, the complexities of reputation as a phenomenon are often not properly understood. As a result organizations put their reputations at risk. Reputation is the responsibility of everyone in the organization, but utlimately it is managers' actions that contribute to the overall success of the organization's reputation and standing. This course provides anyone working at any level within any function in any kind of organization with the basic understanding of the principles of reputation and how it is used in building the corporate brand with multiple stakeholders. The word corporate is understood in the broadest sense to represent any type of organization.
Students will have a thorough understanding of identity, image and reputation and appreciate the interaction of these concepts. They will understand reputational risk and its sources. They will also be able to link reputation building with corporate branding and communication. They will acquire a rudimentary knowledge of different measurement instruments associated with identity, image and reputation. First and foremost they will appreciate their own role in building reputation for their organizations.
- Upon completion of this course, students will be able to:
- Explain the differences between identity, image and reputation.
- Appreciate the importance of having a balanced approach to reputation management and branding with a focus on employees and key stakeholders
- Help organizations choose appropriate measurement instruments
- Use tools to analyze reputational risk
- Define the capabilities essential for the successful development of corporate reputation
- Define the challenges of corporate branding versus product branding
- Understand work of corporate communicators in developing communication strategies
Students will gain a greater appreciation of societal expectations of organizations, the pressures for consistency between actions and words, and the personal responsibility of leaders for transparency and openness.
- Understanding identity and image
- Rise and scope of corporate reputation
- Significance of corporate culture
- Reputation risk and how to mitigate it
- Measuring reputation
- Rise of corporate brands and brand-reputation dilemma
- Measuring corporate brands
- Dimensions and contexts of corporate communication
- Stakeholder dimension
- Symbols, tools and media
- Corporate communication methods
The course will be based on a combination of lectures, discussion, and cases by guest lectures from the Norwegian private and public sectors.
As a part of the learning process students are required to make a presentation of a subject assigned by the lecturer where all team members must be present and participate. The group members will be assigned by the lecturer.
Higher Education Entrance Qualification.
No spesific prerequisites required.
|Exam category||Weight||Invigilation||Duration||Grouping||Comment exam|
Form of assessment:
Internal and external examiner
Examination when next scheduled course
|100||No||1 Semester(s)||Group/Individual (1 - 3)|
|Form of assessment:||Written submission|
|Grouping (size):||Group/Individual (1-3)|
|Resit:||Examination when next scheduled course|
|Workload activity||Duration||Type of duration||Comment student effort|
|Other in classroom||6||Hour(s)|
|Prepare for teaching||42||Hour(s)|
|Group work / Assignments||83||Hour(s)|
|Workload activity:||Other in classroom|
|Workload activity:||Prepare for teaching|
|Workload activity:||Self study|
|Workload activity:||Group work / Assignments|
A course of 1 ECTS credit corresponds to a workload of 26-30 hours. Therefore a course of 7,5 ECTS credit corresponds to a workload of at least 200 hours.
|Roper, Stuart; Fill, Chris||2012||Corporate reputation: brand and communication||Pearson|
|Various articles||Itslearning||Published on Itslearning|
|Apeland, Nils M.||2010||Det gode selskap: omdømmebygging i praksis||2. utg||Hippocampus|
|Brønn, Peggy Simcic; Sjøbu, Ane; Ihlen, Øyvind||2009||Åpen eller innadvendt: omdømmebygging for organisasjoner||Gyldendal akademisk||For use with Norwegian lecturing.|
|Cornelissen, Joep||cop. 2014||Corporate communication: a guide to theory & practice||4th ed||Sage|
|Schultz; Majken Hatch; Mary Joe||2004||Organizational identity: a reader||Oxford University Press|
|Hatch, Mary Jo; Schultz, Majken||c2008||Taking brand initiative: how companies can align strategy, culture, and identity through corporate branding||Jossey-Bass|
|Martin, Graeme; Hetrick, Susan||cop.2006||Corporate reputations, branding, and managing: a strategic approach to HR||Elsevier/Butterworth-Heinemann|