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2017/2018  BA-BHAAI1020U  Organizational Communication and Reputation Management - Theory and Practice

English Title
Organizational Communication and Reputation Management - Theory and Practice

Course information

Language English
Course ECTS 7.5 ECTS
Type Elective
Level Bachelor
Duration Summer
Start time of the course Summer
Timetable Course schedule will be posted at calendar.cbs.dk
Max. participants 120
Study board
Study Board for BSc in Economics and Business Administration
Course coordinator
  • Course instructor - Jay Rubin, Faculty, Management Communication Program, Leonard N. Stern School of Business, New York University, jar.msc@cbs.dk
    Sven Bislev - Department of Management, Society and Communication (MSC)
In case of any academic questions related to the course, please contact the course instructor or the academic director, Sven Bislev at sb.msc@cbs.dk.
Main academic disciplines
  • Communication
  • Management
  • Marketing
Last updated on 23/07/2018

Relevant links

Learning objectives
To achieve the grade 12, students should meet the following learning objectives with no or only minor mistakes or errors:
  • Understand the primary disciplines, functions and objectives of organizational communication as they relate to targeted stakeholder groups
  • Demonstrate how commonly accepted communication models, theories, precedents, and best practices help guide corporate strategy and management decision-making
  • Explain how globalization, greater consumer access to corporate information, and other factors are reshaping the communication disciplines and heightening their importance
  • Identify potential communication challenges and opportunities in different business scenarios and apply the knowledge gained in this course to develop objectives, strategies, tactics, and other aspects of an organizational communication/reputation management plan
Course prerequisites
Organizational Communication and Reputation Management - Theory and Practice:
Exam ECTS 7.5
Examination form Home assignment - written product
Individual or group exam Individual exam
Size of written product Max. 15 pages
Assignment type Project
Duration Written product to be submitted on specified date and time.
Grading scale 7-step scale
Examiner(s) One internal examiner
Exam period Summer, Ordinary exam: 26/27 June - 30 July 2018. Please note that exam will start on the first teaching day and will run in parallel with the course.

Retake exam: September - October 2018

3rd attempt (2nd retake) exam: November - December 2018

Exam schedule is available on https:/​/​www.cbs.dk/​uddannelse/​international-summer-university-programme-isup/​courses-and-exams.
Make-up exam/re-exam
Same examination form as the ordinary exam
Home project assignment, new exam question (72-hour home assignment)
Course content and structure

This course explores the increasingly important and evolving role of organizational communication and reputation management in today's business environment. Supported by theories, models, precedents, best practices, and case studies, the curriculum focuses on the six primary organizational disciplines that contribute to stakeholder relationships, corporate decision-making, and issues management. These disciplines include media relations, employee relations, investor relations, government relations, community relations, and crisis management. Through lectures, readings, discussion, and some role play exercises, students become familiar with the fundamentals of organizational communication, They gain further insight by analyzing how companies address social trends, cultural imperatives, competitive challenges, and unexpected controversies -- and apply targeted communication strategies and tactics -- to build "reputation capital."


Preliminary assignment: About 50 pages of reading and a brief summary of a reputation management issue (about two-thirds of a page)

Class 1: Historical and contemporary perspectives on organizational communication and reputation management
Class 2: Intro to reputation management planning: issues, stakeholders, objectives, strategies & tactics
Class 3: Communication disciplines: media relations, investor relations and government relations
Class 4: Communication disciplines: employee relations, community relations, crisis management
Class 5: Reputation management scenarios
Class 6: Feedback activity related to individual home project assignments (likely to also include both small-group and class-wide discussion) 
Class 7: Corporate social responsibility and sustainability
Class 8: Reputation management effectiveness: authenticity, measurement and other determining factors
Class 9: Communication leadership
Class 10: Emerging organizational communication and reputation management trends
Class 11: Comprehensive review

Teaching methods
Teaching methods will include lectures, accompanied by slide decks and videos; theory and case study discussions; and guided role play exercises on specific business issues and communication strategies (subsequently critiqued in class by the instructor and peers for addtional insight).
Feedback during the teaching period
Discussion (likely in both small groups and class-wide) will focus on topics relevant to key elements required in individual home project assignments.
All Home Project Assignments are based upon a research question (problem formulation) formulated by the students individually, and must be handed in to the course instructor for his/her approval no later than 12 July 2018. The instructor must approve the research question (problem formulation) no later than 17 July 2018. The approval is a feedback to the student about the instructor's assessment of the problem's relevance and the possibilities of producing a good report.
Student workload
Preliminary assignment 20 hours
Classroom attendance 33 hours
Preparation 126 hours
Feedback activity 7 hours
Examination 20 hours
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 1 in order to 'jump-start' the learning process.


Course timetable is available on https://www.cbs.dk/uddannelse/international-summer-university-programme-isup/courses-and-exams.


We reserve the right to cancel the course if we do not get enough applications. This will be communicated on https://www.cbs.dk/uddannelse/international-summer-university-programme-isup/courses-and-exams end February 2018 at the latest.

Expected literature

Mandatory readings:

•  Primary text available for purchase at CBS bookstore: Reputation Management: The Key to Successful Public Relations and Corporate Communication, 3rd edition, 2015, 408 pages, published by Routledge, an imprint of Taylor & Francis Group 

•  Three articles for purchase as digital coursepack from Harvard Business Publications (purchasing instructions with be forthcoming on CBS LEARN: (1) The Strategic Communication Imperative, (2) Leadership is a Conversation, and (3) Strategy and Society: The Link BetweenCompetitive Advantage and Corporate Social Responsibility   

•  Additional required readings posted on CBS LEARN: (1) Excerpts chapter 1: The Corporation and its Stakeholders: Business and Society: Stakeholders; Ethics, Public Policy; (2) Executive Summary: 2018 Edelman Trust Barometer, Edelman Berland; (3) The Alignment Factor, Reputation Institute; (4) Excerpts of Golden Book: First European CSR Awards Projects; (5) International Media Analysis Made Simple, Institute for Public Relations Measurement Commission; (6) Executive Summary: Building Belief: A New Model for Activating Corporate Character and Authenticity, Arthur W. Page Society 


Additional relevant readings:


Other relatively brief and free materials will be included as course proceeds based on timely business developments, student interests and other factors. Students are also responsible for independent reading/research tied to individual Final Papers/Home Project Assignments

Last updated on 23/07/2018