English   Danish

2014/2015  KAN-CCMVI2012U  Mobile reputations: Corporate communication and reputation management in the Sharing and Collaborative Consumption Era

English Title
Mobile reputations: Corporate communication and reputation management in the Sharing and Collaborative Consumption Era

Course information
Language English
Course ECTS 7.5 ECTS
Type Elective
Level Full Degree Master
Duration Summer
Course period Summer
Timetable Course schedule will be posted at calendar.cbs.dk
Study board
Study Board for MSc in Economics and Business Administration
Course coordinator
  • Course instructor - Dr. Betty Tsakarestou, Pantheon University
    Patricia Plackett - MPP
Main academic disciplines
  • Business Ethics, value based management and CSR
  • Communication
  • Management
  • Corporate and Business Strategy
Last updated on 12-02-2014
Learning objectives
By the end of the course students should be able to:
  • Understand the key concepts, theories and issues in the field of reputation management from an organizational perspective as well as consisting a critical element in building trust in the rising Sharing Economy and Collaborative Consumption Era, all empowered by mobile technologies and open data.
  • Analyse and implement corporate, brand, and stakeholder reputation strategies offline and online (digital/social networks/mobile apps/search engine optimization - SEO).
  • Design and co-create reputation strategies as a driver for corporate and civic innovations offline and through mobile and social networks.
  • Analyse the interdependent global-local, financial-societal, technological-moral and political challenges as a basis for risk and opportunities scenario-planning for reputational crisis prevention and communication off-line and online.
  • Uncover the linkages between corporate reputations with CSR and value-based management in the context of a rising Sharing and Collaborative Consumption Era.
  • Demonstrate during the Corporate-Civic Hackathon the mindset and skills to build reputations as collaborative and innovative problem solvers and value creators.
Course prerequisites
Students should be familiar with the key concepts and principles of Strategic Communication and/ or Branding, of Business Strategy and CSR. In addition, students should be familiar with, and have active accounts and profiles on the main social media networks such as Facebook, Twitter, LinkedIn, etc.
Prerequisites for registering for the exam
Number of mandatory activities: 1
Compulsory assignments (assessed approved/not approved)
Mandatory Mid-term Assignment – The assignment will involve working in teams of five students to co-create a comprehensive ‘Mobile Reputation Story’ series of blog postings.
Examination
Home project assignment:
Exam ECTS 7,5
Examination form Home assignment - written product
Individual or group exam Individual
Size of written product Max. 15 pages
Assignment type Written assignment
Duration Written product to be submitted on specified date and time.
Grading scale 7-step scale
Examiner(s) One internal examiner
Exam period Summer Term
Make-up exam/re-exam
Same examination form as the ordinary exam
Course content and structure
This course is designed as game-based learning experience, involving diverse stakeholder groups using social media to co-create reputation. The key question driving this course is to explore with the students how reputation communication and reputation management have been evolving in the Sharing Economy and Collaborative Consumption era as the most recent developments within an empowered Networked Society, building upon open data and mobile technologies. The course is taking the format of a Reputation Game that evolves from week to week, following a scenario. Students form teams of five and adopt a role in the game, trying to provide “innovative solutions” to reputational challenges, presented by the instructor, the Game Master and Challenger. The course will explore concepts, methods and case studies that provide a comprehensive overview of corporate brand and organizational reputation identity formation, advocacy strategies, both offline and online and in a multiscreen communication context. 
 
The “Brand U” Preliminary Assignment will challenge students to track, discover and share in class their own evolving personal brands in social networks in which they are keeping profiles (e.g.,  Facebook, Twitter, Pinterest, Instagram, Foursquare, LinkedIn).
 
The Mandatory Mid-Term Assignment offers another creative and reputation-building opportunity for students to co-design and curate their own class blog entitled “Mobile Reputations Stories Blog. Their blog posts - using and mixing test, image, video - will be shared with wider publics, building awareness and a reputation for themselves and ISUP as high impact reputation communicators.
 
The course will culminate in a major one-day joint academic, public and private sector “Hackathon”, a hacking marathon involving a wide range of stakeholders from the city of Copenhagen who will work with the students at a CBS location on jointly co-creating strategies for the city to position itself as a “Solution Maker”. The plan is to use this event to contribute to the branding and reputation of ISUP as an innovative and pioneering business school program for students around the world.
 
Class Schedule
ClassMobile Reputations: Corporate Communication and Reputation Management in the Sharing and Collaborative Consumption Era
Class 1The Reputation Economy: On reputation, identity, image, trust and corporate responsibility in a networked world. The new challenges
Class 2The Rise of the Sharing Economy and Collaborative Consumption: How start-up hybrid companies and P2P collaborative marketplaces build mechanisms of trust and reputation. Case Studies
Class 3Preliminary Assignment: BRAND U- What’s your personal reputation on Social Media? Individual student presentations using slides, ‘prezi’ presentations, or videos
Class 4 Corporate and Brand Experience Reputation Management. Building corporate
 and brand reputations as a service and as engagement platforms for customers
 and communities
Class 5Mandatory Mid-term Assignment: Student group content co-creation for the”Mobile Reputations Stories Blog” - A digital storytelling project for evolving reputations and addressing related challenges
Class 6 Co-Creating Corporate Reputations in social media and mobile platforms: How
 content and search are defining organizations’ reputations. Case studies with a
 focus on “disruptive innovators” and on incumbents’ adaptive corporate identity
 andreputation strategies
Class 7Search Engine Optimization (SEO), Growth Hacking and design content strategy for building sustainable and trusting corporate brand reputations
 Designing monitoring and collective intelligence reputation systems in social
 media (hands-on). Open data as a business and civic innovation opportunity-
 Building a reputation for transparency and trust
Class 8 Crisis and Reputation Management- Issues management and risk scenario-
planning with social and mobile media (case studies, hands-on)
Class 9 Stakeholder reputation management and engagement:From stakeholder
 management to networked peers in a ‘peer society ecosystem
Class 10Peer-Progressives ecosystem and “the hacker ethic”: Creating value and building trust by embracing failures, experimentation, pivoting and ‘acting on your mission.’ Use of crowd-sourcing collective/social intelligence solutions for corporate-civic challenges (case studies, group presentations and discussion)
Class 11Comprehensive Review and preparation for the Hackathon
A Corporate-Civic Hackathon Game: “Stop Talking, Start Making”- Duration 8 hours- Organized as an one-day event (Saturday 26 July 2014) involving diverse stakeholders from Copenhagen
Teaching methods
Learning/ Teaching approach
• We propose a mix of teaching methods that support a student-centric, learning discovery, focusing on creativity and experimentation and organized as a game-based learning experience. Students will also learn from their own action-based research and in collaboration with corporate partners, developers and CBS/CPH stakeholders – they will be trained as “Problem-Solvers” and will have the opportunity to hack and prototype sustainable solutions for real-world issues and reputational challenges faced by Copenhagen. A mix of teaching methods will be used – starting with the Reputation Game that evolves from week to week following a scenario, and including a range of other approaches including the development of the “Mobile Reputation Stories Blog” and concluding with the Hackathon Corporate-Civic Game (“Stop talking, Start Making”) organized as a one-day public co-creation workshop branding CBS/ISUP event.
Further Information
Preliminary Assignment: To help students get maximum value from ISUP courses, instructors provide a reading or a small number of readings or video clips to be read or viewed before the start of classes with a related task scheduled for class 3 in order to 'jump-start' the learning process.
Expected literature
Textbook: Brogan, C., and Julien Smith, 2010, Trust Agents. Using the Web to build
influence, impose reputation and earn trust, Paperback, 320 pages, Wiley, 2nd edition.
 
Selected individual chapters from the following books, provided as PDF files/ Compulsory readings (also available at CBS library):
 
Barnett, L. M. and Timothy G. Pollock, 2012. The Oxford Handbook of Corporate Reputation (Oxford Handbooks in Business and Management), Oxford University Press, USA, Hardcover, 512 pages
 
 Benkler, Y., 2006 “The economics of social production”, in “The Wealth of the Networks”,
Chapter 4 http:/​/​cyber.law.harvard.edu/​wealth_of_networks/​Download_PDFs_of_the_book
 
 Botsman, R. and Roo Rogers, 2011.  What’s Mine is Yours. How Collaborative Consumption is changing the way we live. Collins, 304 pages
 
Casanova, J. and Joe Cazanova, 2013. Growth Hacking. A How-To Guide into Becoming a Growth Hacker. CSNV Books, 162 pages.
 
Diermeier, D. 2011. Reputation Rules. Strategies for Building your companiy’s most valuable asset. McGrawHill. Hardcover, 256 pages.
 
Gansky, L., The Mesh: Why the Future of Business is Sharing (2012) Portfolio Trade; Reprint edition, paperback, 272 pages.
 
Schultz M. and Hatch, M. J., 2010 “Toward a theory of brand co-creation with implications for brand governance”, in Journal of Brand Management 17, pp.590–604. http:/​/​majkenschultz.com/​articles/​brandcocreation.pdf
 
Optional Readings:
Anderson, C. 2012. Makers. The Industrial Revolution. Crown Business, 272 pages.
 
 Eggers, D. W. and Paul Macmillan, 2013.  The Solution Revolution. How Business,
 Government and Social Enterprises are teaming Up to Solve Society’s Toughest
 Problems, Harvard Business Review Press, Hardcover, 304 pages.
  
Johnson, S.  2013. Future Perfect: The case for Progress in a Networked Age. Riverhead Trade: Reprint edition, 272 pages.
 
Shirky, C. 2011.  Cognitive Surplus: How Technology makes Consumers into Collaborators. Penguin Books, 256 pages.
 
Von Hippel, E. 2001 “Innovation by User Communities: Learning from Open-Source Software”, in MIT Sloan Management Review, 42(4) pp. 82-86.
Last updated on 12-02-2014