ELE 3705 Reputation and Corporate Communication

ELE 3705 Reputation and Corporate Communication

Course code: 
ELE 3705
Communication and Culture
Course coordinator: 
Peggy Simcic Brønn
Course name in Norwegian: 
Reputation and Corporate Communication
Product category: 
Bachelor - Electives
2018 Autumn
Active status: 
Level of study: 
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 will be asked to make a presentation of a subject assigned by the lecturer where all team members must be present and participate. 

Software tools
No specified computer-based tools are required.
Additional information



Higher Education Entrance Qualification

Required prerequisite knowledge

No spesific prerequisites required.

Exam category: 
Form of assessment: 
Written submission
Group/Individual (1 - 3)
1 Semester(s)
Exam code: 
Grading scale: 
Examination when next scheduled course
Exam organisation: 
Ordinary examination
Total weight: 
Student workload
33 Hour(s)
Other in classroom
6 Hour(s)
Prepare for teaching
42 Hour(s)
Student's own work with learning resources
36 Hour(s)
Group work / Assignments
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.