Reputation Management is increasingly important for marketers and businesses, it’s influenced by performance, behaviour and the way organisations communicate.
This module analyses how reputations are built, and sometimes threatened or destroyed. It analyses the use of communications across a range of contemporary channels and how perceptions of organisations are influenced.
Via research and application of key frameworks to contemporary case studies, the module analyses trends in both reputation and trust. In doing so a societal and ethical context to marketing practices and organisational behaviour is achieved, enabling practical and academic insights into the challenges of Reputation Management.
Grounded in theoretical frameworks, the module critically exposes strategies of engagement whilst encouraging students to embrace the wider responsibilities of campaigns. The module therefore equips future marketers and marketing leaders with core knowledge, frameworks and practical skills to responsibly manage reputation in relation to brand image, organisational culture, and global ethical values.
Learning Outcomes
By the end of the module students should be able to:
Critically evaluate an organization’s current reputation.
Create a plan to improve reputation through a communications programme.
Apply reputation management and crisis communications models and theories to deliver appropriate responses to a range of threats to brand or organizational reputation.
Develop an innovative communication plan which draws from theory to meet objectives of building trust and enhancing or protecting reputation.
Analyse the ethical challenges and practices as experienced by professional managers of reputation and the impact and influence of organisations’ decisions on reputation.
Demonstrate ability to communicate persuasively to build or protect reputation both pro-actively and when under the challenge of reputational threat.
