Corporate Reputation Management

Course purpose - to study theoretical and practical basics of the creation of an enduring value for organizations through corporate reputation management. In this course students will gain basic knowledge and skills for corporate reputation management, will be able to identify, select and apply the principles of corporate reputation management, evaluate corporate reputation and, build good reputation through corporate communication. The course includes lectures, case studies and individual/group public presentations of independent work.

Course aim – to provide the students with theoretical knowledge and practical skills that are essential for building and managing corporate reputation, by choosing the right methods.

Principles of marketing or Marketing

1. Definition of corporate reputation and genesis of views. 2. Stakeholder groups of organizations. 3. Benefits from corporate reputation. 4. Corporate reputation measurement principles. 5. Corporate reputation measurement methods. 6. Corporate culture. 7. Relationship between corporate identity, corporate image and corporate reputation. 8.Building and managing corporate reputation. 9. Corporate communication. 10.Corporate social responsibility. 11.Management of crises. 12. Case analyses of corporate reputation management.

1. Student defines and classifies at least half of the given theoretical concepts and views of corporate reputation. 2. The student independently analyzes corporate reputation management activities of the selected organization and prepares proposals for the improvement of corporate reputation management activities taking into account the relevant environmental factors according to at least half of the specified criteria. 3. The student demonstrates the ability to communicate orally and in writing according to at least half of the specified criteria using terms, presenting the results of tasks and proposed solutions, writing reports. 4. The student, working independently, identifies problems, performs analysis and prepares a plan for corporate reputation management of the selected organization according to at least half of the specified criteria. 5. The student demonstrates the ability to critically, strategically and creatively make corporate reputation building and management decisions, understanding consequences of such decisions to at least half of the specified criteria.