In this module you will examine the development of corporate reputation and corporate communications and the influence of ethics on corporate reputation strategy. You will consider the importance of sustaining a consistent corporate image across a diverse range of stakeholders. Additionally you will recognise and consider potential unexpected, frequently unanticipated forces & events which can lead to destabilization, initiative change, and cause harm to the company's reputation, and a fall in market esteem.

Behind a strong corporate reputation lies a solid ethical foundation in informing marketing practices and strategies. This module addresses these issues through the analysis and creation of ethical and socially responsible marketing decisions encompassing the formulation of a CSR policy.

You will also address the dangers of misinterpreting cross-cultural issues and the challenges of new media and online issues, helping you to navigate the challenges and pitfalls present in a range of corporate communications activities.

This module will encourage your learning to be applied to marketing decision making, taking into consideration the key responsibilities of ethics and society.

- The following issues will be explored:
- Ethics and the link to corporate reputation
- The impact of ethical marketing concepts on corporate reputation decision making
- The relationship between corporate branding & reputation
- Managing the corporate image
- Ethical Marketing Mix
- The stakeholder management dilemma
- The online and offline complexities of corporate communication
- Symbols, tools and digital media
- Managing corporate reputation in a crisis
- Measuring corporate reputation

The role of an effective CSR policy on reputation.

Individual Academic Article (3,000 words) (100%) (LOs 1-5)- for a new online publication as an online resource, for dissemination to our connected partners. The article will address a topical ethical marketing issue. You may include primary research, subject to ethical approval. (Word limit 3,000 words).

Scheduled learning and teaching activities.
To consist of:
Face-to-face which will include groupwork, formal teaching, case study analysis, guest speakers and students will be encouraged to share their workplace experiences with others

Guided independent study:
To consist of:
Accessing additional online content such as videos and presentations
Independent reading to consolidate knowledge gained in the formal teaching
Undertaking formative tasks set by the tutor to consolidate learning
Assessment preparation and writing and gathering evidence
Portfolio building

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.

1.Critically evaluate the concepts of corporate reputation & corporate communications with a digital focus, demonstrating awareness of the changing ethical context of global marketing.

University Learning Outcome :
Analysis
Knowledge & Understanding

2. Identify and critically analyse strategies and measures for the reputation across diverse stakeholder groups, evaluating the efficacy of ethical marketing theories and concepts to support reputation management.

University Learning Outcome :
Analysis
Problem Solving

3. Apply your learning to marketing decision making, taking into consideration the key responsibilities of reputation, ethics and society.

University Learning Outcome :
Learning
Application

VLE learning support material to be provided for independent / self-directed learning
LinkedIn Learning
Microsoft Educator Centre
Module handbook
Open Textbook Library
Adobe Creative Cloud (University Licence)

Digital technologies to support learning:
Google Analytics
Hubspot
Sprout Social
Buffer
Trello
Hootsuite
Mail Chimp
WordPress
Wix
SimilarWeb
SEMRush
Alexa Website Traffic
Google Trends

These are indicative only. You will be expected to complete independent extended reading.

Roper, S. and Fill, C., 2012. Corporate reputation, brand and communication. Pearson Higher Ed.

Kapferer, J. 2012, The new strategic brand management: advanced insights and strategic thinking, 5th 2/3 edn, Kogan Page, London.

Burke, R.J. 2011;2016;, Corporate reputation: managing opportunities and threats, Gower, Farnham.

Eagle, L. & Dahl, S. (2015) Marketing Ethics and Society, SAGE, London

Dahl, S., De Pelsmacker, P., Taylor, C. & Eagle, L. (2020) The Sage Handbook of Marketing Ethics, SAGE, London

Arnold, C. (2009) Ethical Marketing and the New Consumer: Marketing in the New Ethical Economy. John Wiley.

Gerber, A. (2009) Good: An introduction to ethics in design. AVA Academia.

Earls, M. (2009) Herd: How to Change Mass Behaviour by Harnessing Our True Nature. John Wiley.

Ramsay, I. (1996) Advertising, Culture & the Law: Beyond Lies, Ignorance and Manipulation. Sweet & Maxwell.

Open Textbook Library (free online)

N/A

Understanding and managing the corporate reputation is critical to successful marketing in the digital age. In this module, you will investigate a broad range of new and emerging ethical issues faced by modern marketers which impact on 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 plan for contingencies, crisis and disaster as well as how to manage and sustain the corporate reputation through creating a range of corporate communications to stakeholders following the tenets of corporate social responsibility.