RE6-2004 Reputation & Corporate Communication

Contents and structure

Content:

• Concepts: Reputation, identiy, image
• Build and communicate organizaional reputation
• Reputation and Corporate Social Responsibility (CSR)
• Measuring organizational reputation
• The impact of crisis on organizational reputation
• Communication strategy and corporate communication planning
• Communicating Corporate Social Responsibility (CSR)
• Crisis communication
• Employee communication

Learning Outcome

Knowledge

• Knowledge about theoretical methods applied in building, communicating and measuring organizational reputation.
• Knowledge about theoretical concepts, tools and processes applied in corporate communication.

Skills

• Conduct a strategic analysis of the organizational reputation.
• Develop strategies and plans for corporate communication based on the strategic analysis of reputation.

General competencies

• Identify and handle organizational relations and stakeholders in order to build and maintain organizational reputation.
• Ability to understand the big picture and the strategic approach needed when building and maintaining a strong and favorable reputation.
• Learn that corporate comminication is a strategic task to be positioned on the organization's strategic management level and include communication activity to all of the organisations stakeholders, internal and external.

Entry requirements

OR6-1005 Strategy

Recommended previous knowledge

BØA116 Marknadsføring

Teaching methods

Lectures and team work.

Compulsory learning activities

One mandatory hand-in in groups. Individual work must be accepted by the professor in charge.

Passed/not passed.

Students must pass the hand-in to be registered for the exam.

Assessment

4 days group exam.

To be submitted in groups.  Individual exams must be accepted by the professor in charge.

Evaluation: A-F

Examination support material

All types of ressources accepted.

More about examination support material