GRA 6844 Reputation and Corporate Communication
GRA 6844 Reputation and Corporate Communication
Reputation is one of the most important assets of an organization and possibly the least understood, thus putting reputations at risk. This course provides anyone working at any level within any function in any kind of organization with a basic understanding of the principles of reputation and how it is used in building the corporate brand with multiple stakeholders.
We have access to insight from the international firm ReputationInc, which is headquartered in London, UK. This gives students access to up-to-date and relevant reputation work of a wide range of organizational types.
Students are introduced to the concepts of organizational identity, image, reputation, stakeholders and how they interact.. They will understand reputational risk and its sources and be able to link reputation building with corporate branding and communication. They will acquire a rudimentary knowledge of different international measurements of reputation. First and foremost they will appreciate their own role in building reputation for their organizations.
Upon completion of this course, students will have a basic understanding of:
- The differences between identity, image and reputation.
- The importance of having a balanced approach to reputation management and branding with a focus on employees and key stakeholders
- The systems approach to reputation building
- Appropriate measurement instruments
- The capabilities essential for the successful development of corporate reputation
- The challenges of corporate branding versus product branding
- The work of corporate communicators vis a vis reputation
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.
Corporate Reputation
- Understanding identity and image
- Rise and scope of corporate reputation
- Reputation risk and how to mitigate it
- The systems approach to reputation
- 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
The course will be based on a combination of lectures, discussion, and presentations by students.
Please note that while attendance is not compulsory in all courses, it is the student’s own responsibility to obtain any information provided in class that is not included on It's learning or text book.
All courses in the Masters programme will assume that students have fulfilled the admission requirements for the programme. In addition, courses in second, third and/or fourth semester can have specific prerequisites and will assume that students have followed normal study progression. For double degree and exchange students, please note that equivalent courses are accepted.
| Assessments |
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Exam category: Submission Form of assessment: Written submission Weight: 100 Grouping: Group (2 - 3) Duration: 1 Semester(s) Comment: Term paper Exam code: GRA68441 Grading scale: ECTS Resit: Examination when next scheduled course |
A course of 1 ECTS credit corresponds to a workload of 26-30 hours. Therefore a course of 3 ECTS credit corresponds to a workload of at least 80 hours.