Corporate Reputation Management Introduction to the Unit Unit
Leader: Dr Jane Tonge
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Contents What is reputation? What is Corporate Reputation? Why
does it matter? What topics do we cover in this unit? Unit schedule
and core text books Tutors Assessments 1 and 2 What do students
say? Contact details
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What is reputation? the estimation in which a person is held,
repute, known or reported character, general credit, fame, renown
Reputation = a combination of the views and impressions of many
different people Reputation of an organisation = formed by
impressions held by a wide range of stakeholders including
consumers, the media, employees, local communities, government,
investors and so on
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Why do organisations need to manage their Corporate Reputation?
Every single move, decision taken and isolated event that involves
a company is scrutinised, documented and publicised globally,
compounding the task of reputation managers. Just ask BP or Toyota.
(Roper and Fill 2012 p.5) Reputation was, is and always will be of
immense importance to organisations, whether commercial,
governmental or not-for-profit. To reach their goals, stay
competitive and prosper, good reputation paves the organisational
path to acceptance and approval by stakeholders. (Watson and
Kitchen 2010 p.270)
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All of these people have reputations Which can be created and
managed... or not
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Organisations have reputations too... Not always good
ones!
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So why does reputation matter? Competitive advantage and
differentiation from competition Creates loyalty from customers and
builds trust in companies Engenders good relations with a wide
range of essential stakeholders the media, employees, customers,
local people We have 24 hour media scrutiny and poor behaviour is a
popular source for news stories. A bad reputation will quickly lead
to public ridicule and contempt and you will lose the trust and
support of your stakeholders A poor reputation means you are not
trusted and not valued you may lose customers, employees have low
staff morale and may even leave, it weakens the share value, and
you receive widespread negative media coverage and criticism. It
may ultimately lead to an organisations demise It is essential that
every organisation manages their reputation carefully so this never
happens This unit will help you understand how corporate reputation
can be managed and you can take this understanding in to any career
you follow, as EVERY organisation needs to know about this!
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What topics do we cover? To help us understand corporate
reputation management, we look at these topics: Essential Building
Blocks of Corporate Reputation Corporate Culture, Image and
Identity Stakeholder Theory: Who are the Publics? Corporate
Communications Corporate Sponsorship Integrated Marketing
Communications Campaign Planning Issues and Crisis Management
Measuring Reputation Managing Global Reputations Corporate Social
Responsibility (CSR)
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Unit Schedule Weekly Lectures - usually Monday 2-3pm Weekly
Tutorials 1.5 hrs on Mondays or Thursdays Class size between 70-100
students take the unit Core Text: Roper & Fill (2012)
Additional Texts: Tench & Yeomans (2013) Cornelissen
(2011)
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Tutors Unit Leader - Dr Jane Tonge Senior Lecturer in Marketing
Communications Tel: 0161 247 6040 Email:
[email protected]@mmu.ac.uk Room: 6.29 (6 th Floor) Unit
Lecturer - Susan Kinnear Senior Lecturer Tel: 0161 247 3845 Email:
[email protected]@mmu.ac.uk Room: 6.07 (6 th Floor) Unit
Tutors Debbie Kelly and Suzanne Stolberg Email: [email protected]
and [email protected]@[email protected]
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Assessment There are two assessments for this unit an
assignment and an exam The assignment is paired work due in Term 2
The exam is individual and taken in Term 3 Both are worth 50% of
the unit mark
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Assessment 1 50% Coursework - Corporate Communications Campaign
Working in PAIRS, you are required to research an organisation of
your choice and prepare a management report suggesting a realistic
corporate communications campaign to enhance corporate reputation.
You select your own organisation but no duplication with other
students Two components: Company Profile and Analysis (10%) 3pp
plus reference page x A4 Deadline end of Term 1 in December
Corporate Communication Campaign (90%) - max 4000 word business
report Deadline mid-Term 3, usually in February
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Assessment 2 50% Open Book Examination This is an open book
examination based on a case study issued prior to the examination
at the end of Term 2. Students must also prepare analysis to bring
into the examination which forms 10% of their mark. Exam in Term 3
- date to be confirmed.
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What do students say in ISS? The lecturers and tutors are very
thorough and approachable. They make things easy to understand.
Clear and engaging lectures. Really liked choosing your own brand
for the assignment and being able to develop your own corporate
campaign for this and really discover new things about corporate
reputation. The lectures are very well taught, well explained and
very helpful. Well organised. Course leader is good at explaining
things for the assignment. Communication between staff and students
is excellent.
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Any queries? If you have any queries about this unit, then just
contact the Unit Leader, Dr Jane Tonge Email:
[email protected]@mmu.ac.uk Tel: 0161 247 6040 Room:
6.29