1. Critically evaluate the concepts of corporate reputation & corporate communications with a digital focus, addressing future challenges.
Knowledge and Understanding

2. Critically analyse strategies and measures for the reputation crisis management across diverse stakeholder groups.
Analysis

3. Investigate and apply appropriate strategies and measures of corporate communications to support corporate reputation.
Application
Problem Solving

1. Initial Assessment - You will produce a ‘Blog’ for potential dissemination to a professional online target audience, which addresses future challenges and trends in managing corporate reputation and the impact of digital marketing. (500 words) (20%) (LO1)

2. You will select a real ‘live’ event where a corporation is facing a current reputational crisis. You will then prepare an Individual Report, which presents a brief analysis of the reputational crisis and your suggested corporate communications plan to address this crisis. (2,000 words) (60%) (LOs 2 & 3).

3. Infographic and Peer Review. Working in a group you will have produced a short infographic of strategies and measures used in reputation management. Your assessment is to individually peer review each group members contribution to the infographic and the quality of the content, producing a balanced feedback report that could be shared with group members. (500 words) (20%) (LOs 2 & 3)

In this module you will examine the development of corporate reputation and corporate communications through application of digital marketing and brand management elements for organisations. You will also consider how the importance of sustaining a consistent corporate image, in the digital environment, is now becoming a strategic advantage for all CEOs.

Corporate reputation management is a broad all-encompassing process including stakeholders, employees, supply chain and customers. In this module you will develop an understanding of corporate reputation and culture in a digital environment. You shall then address how reputation can be managed through effective corporate communication encompassing the design and creation of coherent messages to appeal to this broader group of stakeholders. Developing this through a digital lens you will explore the challenges of reputation crisis management, and strategies to counter the threat of reputational damage. You shall also study how corporate reputation can be measured and evaluated.

The following topics will be covered:
-The relationship between corporate branding & reputation
-Managing the corporate image
-The relationship between corporate culture and corporate reputation
-The stakeholder management dilemma
-The online and offline complexities of corporate communication
-Symbols, tools and digital media
-Managing corporate reputation in a crisis
-The future challenges when managing corporate reputation
-Measuring corporate reputation

In the digital age, corporate reputation can be damaged in minutes as news spreads across digital platforms. In this module, you will learn how to manage corporate reputation including planning for contingencies, crises and disasters. You will also learn how to develop strategies and plans to manage corporate communications to address a reputational crisis.

Tutor led sessions will follow a general pattern of introduction of a topic and provision of frameworks and models for student learning, followed by application by students to appropriate data or case study materials. Students will be expected to perform set exercises, these will include the analysis, discussion and presentation of case-based work both individually and as part of a learning group. Formative feedback will be provided throughout the module. Digital tools will be used to enhance learning. Students will be expected to obtain supplementary information from a number of paper or electronic sources as part of their preparation, as recommended by the tutor

You will undertake ‘formative’ assessments during the module to help you monitor your learning and provide you and us with ongoing feedback on your progress, that helps you prepare for the ‘summative assessment(s) during or at the end of the module.

Roper, S. and Fill, C.( 2012) Corporate Reputation: Brand and communication, Pearson.

Cornelissen, J (2017) Corporate Communication: A Guide to Theory and Practice, 5th Edition, Sage

Doorley, J and Garcia, HF (2011) Reputation Management: The Key to Successful
Public Relationsand Corporate Communications, 2nd Edition, Routledge

Websites:
WPP guide to Managing Corporate Reputation in the Digital Age:
http://www.wpp.com/wpp/marketing/digital/managing-corporate-reputation-in-the-digital-age

Linkedin Learning

Social Media Sources:
TED talks:
1 https://www.ted.com/talks/rachel_botsman_the_currency_of_the_new_economy_is_trust?language=en
2 https://www.ted.com/talks/scott_galloway_how_amazon_apple_facebook_and_google_manipulate_our_emotions?language=en
Other:
The Economist (www.economist.com) /
Marketing Magazine (www.marketingmagazine.co.uk) /
PR Week Magazine (www.prweek.com) /

N/A