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2013/2014 KAN-CM_SU3J Organizational Communication and Reputation Management – Theory and Practice
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| Organizational Communication and Reputation Management – Theory and Practice |
Course information |
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| Language | English |
| Exam ECTS | 7.5 ECTS |
| Type | Elective |
| Level | Full Degree Master |
| Duration | Summer |
| Course period | Please check www.cbs.dk/summer for the course schedule. |
| Time Table | Please see course schedule at e-Campus |
| Study board |
Study Board for MSc in Economics and Business
Administration
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| Last updated on 14-05-2013 | |
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At the end of the course the student
should be able to:
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| Fluency in spoken and written English. | |||||||||||||||||||||
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Requirements about active
class participation (assessed approved/not approved)
Mandatory Mid-term Assignment: Midterm feedback assignments will take the form of small-team oral presentations. Exact format will depend upon class size but it is likely that students will be divided into teams of four or five, with each group delivering a 10-12 minute presentation (accompanied by a brief slide deck and a 1-2 page summary handout for the class). Each team presentation will analyze a contemporary business situation; suggest a strategy from the perspective of one of the various organizational communication disciplines (e.g. employee relations, government relations, crisis management and so forth); and defend the recommendations based on the communication theories, models, precedents and other considerations previously covered in class and assigned readings. Cumulatively, these presentations centering on an individual discipline - followed by critique and discussion with the instructor and peers- will give all students a better understanding of the expected final exam content, which will require a multidisciplinary communication approach to evaluate and address the needs of an organization and its varied stakeholders. |
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As businesses encounter new opportunities and challenges
resulting from increased stakeholder empowerment, advancing
technology, globalization and other trends, the role of
organizational communication has never been more integral to
corporate decision-making and reputation. This course analyzes the
communication theories, models, standards, precedents, functions
and practices that increasingly contribute to effective business
strategy, issues management, and relationships with external and
internal constituencies. Through lectures and discussion, reading
assignments focused on both concepts and case studies, and
role-play aimed at problem solving in different contexts, students
gain insight and perspective about the various organizational
communication disciplines. Topics include corporate image building;
corporate social responsibility, employee engagement, media
relations, government relations, investor relations and crisis
management, among others - and how communication theories and
best practices currently apply and also are evolving to address new
developments.
By understanding the potential effectiveness of strategically
targeted organizational communication, students will be better able
to analyze and address business issues, developments and
trends - individually, on project teams, in different
corporate areas, and within an organization overall.
1. Overview of Organizational Communication/Reputation
Management Functions &
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| Teaching methods | |||||||||||||||||||||
| Teaching methods will include
lectures (often accompanied by slide decks and/or videos),
discussion about theories and case studies, guided role-play
exercises (both oral and written), and formal presentations by
student teams recommending organizational communication strategies
applicable to different business situations (subsequently critiqued
in class by the instructor and peers for additional insight).
Preliminary Assignment: To help students get maximum value from ISUP courses, instructors provide a reading or a small number of readings to be read before the start of classes with a related task or tasks in the first two classes in order to 'jump-start' the learning process. Preliminary Assignment, Part 1: Students are expected to read the following materials –available on the Internet -- gain a sufficient foundation for introductory inquiry and situational analyses (both oral and written) prior to the start of the course: • http://highered.mcgraw-hill.com/sites/dl/free/0078137152/812998/Chapter1.pdf • “ http://www.scribd.com/doc/121501475/Executive-Summary-2013-Edelman-Trust-Barometer • http://www.ketchum.com/leadership-communication-monitor-2013 • http://www.thecro.com/files/100Best2013_web.pdf Preliminary Assignment, Part 2: Students will write a brief paper (maximum: 2 pages; due: first class) focusing on any three organizations or individuals facing negative reputation issues currently reported in the mainstream media or widely discussed among key stakeholders. Compare and contrast these reputation management problems, and offer your perspective including how certain points from the advance readings may apply. This aspect of the preliminary assignment will be used to generate independent thinking and class discussion from the outset. |
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1. Primary Text (peer reviewed): Reputation Management: The Key to Successful Public Relations and Corporate Communication, 2d edition 2011, 428 pages, published by Routledge, an imprint of Taylor & Francis Group. Co-Authors: John Doorley, Academic Director of the M.S. degree program in Public Relations and Corporate Communication at New York University's School of Continuing and Professional Studies and former head of Corporate Communication at the global pharmaceutical and healthcare firm Merck/MSD; Helio Fred Garcia, Founder and President of the crisis management firm Logos Consulting Group, Executive Director of The Logos Institute for Crisis Management & Executive Leadership, and adjunct professor at New York University’s Stern School of Business and its School of Continuing and Professional Studies. This text includes chapters and sidebars contributed by more than 25 accomplished professionals across the various organizational communication disciplines covered in this course and specifically applicable to the class-by-class outline (in development) below. 2. Journal articles and book excerpts (to be determined) will also be assigned, providing additional insight on selected topics -- and meeting the cumulative reading requirements for this graduate course. The following materials, among others, may be used: Strategic Communication Imperative (Paul A. Argenti, Robert A.
Howell, Karen A. Beck)
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