ELE 3705 Reputation and Corporate Communication

ELE 3705 Reputation and Corporate Communication

Course code: 
ELE 3705
Communication and Culture
Course coordinator: 
Peggy Simcic Brønn
Product category: 
Bachelor - Electives
2017 Autumn
Active status: 
Teaching language: 
Course type: 
One semester

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. 

Learning outcomes - Knowledge

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.

Learning outcomes - Skills
  • 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
Learning Outcome - Reflection

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.

Course content

Corporate Reputation

  • Understanding identity and image
  • Rise and scope of corporate reputation
  • Significance of corporate culture
  • Reputation risk and how to mitigate it
  • Measuring reputation

Corporate Branding

  • Rise of corporate brands and brand-reputation dilemma
  • Measuring corporate brands

Corporate Communication

  • Dimensions and contexts of corporate communication
  • Stakeholder dimension
  • Symbols, tools and media
  • Corporate communication methods
Learning process and requirements to students

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.

Software tools
No specified computer-based tools are required.

Higher Education Entrance Qualification.

Required prerequisite knowledge

No spesific prerequisites required.

Exam categoryWeightInvigilationDurationGroupingComment exam
Exam category:
Form of assessment:
Written submission
Exam code:
Grading scale:
Grading rules:
Internal and external examiner
Examination when next scheduled course
100No1 Semester(s)Group/Individual (1 - 3)
Exam category:Submission
Form of assessment:Written submission
Grouping (size):Group/Individual (1-3)
Duration:1 Semester(s)
Exam code:ELE37051
Grading scale:ECTS
Resit:Examination when next scheduled course
Exam organisation: 
Ordinary examination
Total weight: 
Workload activityDurationType of durationComment student effort
Other in classroom6Hour(s)
Prepare for teaching42Hour(s)
Self study36Hour(s)
Group work / Assignments83Hour(s)
Expected student effort:
Workload activity:Teaching
Duration:33 Hour(s)
Workload activity:Other in classroom
Duration:6 Hour(s)
Workload activity:Prepare for teaching
Duration:42 Hour(s)
Workload activity:Self study
Duration:36 Hour(s)
Workload activity:Group work / Assignments
Duration:83 Hour(s)
Sum workload: 

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.

Talis literature


Authors/Editors Year Title Edition Publisher StudentNote
Roper, Stuart; Fill, Chris 2012 Corporate reputation: brand and communication   Pearson  
Authors/Editors Year Title Edition Publisher StudentNote
    Various articles   Itslearning Published on Itslearning


Authors/Editors Year Title Edition Publisher StudentNote
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