Programme And Module Handbook
Course Details in 2024/25 Session

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Module Title LM Corporate Communication and Reputation Management
SchoolBirmingham Business School
Department Marketing
Module Code 07 39593
Module Lead Hazel Westwood and Cristina Sambrook
Level Masters Level
Credits 10
Restrictions None
Contact Hours Lecture-8 hours
Practical Classes and workshops-25 hours
Guided independent study-67 hours
Total: 100 hours
Description This module explores a range of contemporary communication issues faced by organisations today and develops knowledge and skills to manage reputation. Communication theory is explored in the contexts of corporate identity, authenticity and purpose as a foundation for comprehending key managerial challenges. Emphasis is placed on stakeholder salience, and the role of teams within contemporary public and private sector environments. Techniques for dealing with crisis communication and associated reputation management are explored with an emphasis upon actions and guidelines for dealing with the media. The influence on stakeholders groups of personal impactful communication is also evaluated.
Learning Outcomes By the end of the module students should be able to:
  • Understand and evaluate the processes involved in managing organisational communication with a range of different stakeholders. 
  • Critically evaluate how corporate reputation is built and protected. 
  • Critically analyse organisational behaviour in relation to reputation management during crises, including media relations. 
  • Develop skills in personal communication, presence, and influence by communications.
Assessment 39593-01 : Group Presentation : Coursework (25%)
39593-02 : Individual Assignment : Coursework (75%)
Assessment Methods & Exceptions Assessment:

1500 word individual assignment (75%) 
Group role-play presentation, 10 minutes for group of 4-5 (25%) 


Reassessment by failed component 
1500-word individual assignment (75%) 
Group role–play presentation to be reassessed by a critical analysis of the group's role-play presentation – 500 words (25%) 
Reading List