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ELE 3705 Reputation and Corporate Communication

ELE 3705 Reputation and Corporate Communication

Course code: 
ELE 3705
Department: 
Communication and Culture
Credits: 
7.5
Course coordinator: 
Peggy Simcic Brønn
Product category: 
Bachelor
Portfolio: 
Bachelor - Electives
Semester: 
2018 Autumn
Active status: 
Active
Teaching language: 
English
Course type: 
One semester
Introduction

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

.

Qualifications

Higher Education Entrance Qualification.

Required prerequisite knowledge

No spesific prerequisites required.

Exam categoryWeightInvigilationDurationGroupingComment exam
Exam category:
Submission
Form of assessment:
Written submission
Exam code:
ELE37051
Grading scale:
ECTS
Grading rules:
Internal and external examiner
Resit:
Examination when next scheduled course
100No1 Semester(s)Group/Individual (1 - 3)
Exams:
Exam category:Submission
Form of assessment:Written submission
Weight:100
Invigilation:No
Grouping (size):Group/Individual (1-3)
Duration:1 Semester(s)
Comment:
Exam code:ELE37051
Grading scale:ECTS
Resit:Examination when next scheduled course
Exam organisation: 
Ordinary examination
Total weight: 
100
Workload activityDurationType of durationComment student effort
Teaching33Hour(s)
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)
Comment:
Workload activity:Other in classroom
Duration:6 Hour(s)
Comment:
Workload activity:Prepare for teaching
Duration:42 Hour(s)
Comment:
Workload activity:Self study
Duration:36 Hour(s)
Comment:
Workload activity:Group work / Assignments
Duration:83 Hour(s)
Comment:
Sum workload: 
200

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

Obligatorisk/Compulsory

Article
Authors/Editors År Tittel Edition Publisher StudentNote
Balmer, John M.T.1Greyser, Stephen A.2 2002 Managing the Multiple Identities of the Corporation.
Brown, Tom J.1Dacin, Peter A.2Pratt, Michael G.3Whetten, David A.4 2006 Identity, Intended Image, Construed Image, and Reputation: An Interdisciplinary Framework and Suggested Terminology.
Book
Authors/Editors År Tittel Edition Publisher StudentNote
Brønn, Peggy Simcic 2018 Åpen eller innadvendt: omdømmebygging for organisasjoner, 2nd edition Gyldendal akademisk For use with Norwegian lecturing.
Cornelissen, Joep cop. 2017 Corporate communication: a guide to theory & practice 5th ed Sage
2004 Organizational identity: a reader Oxford University Press