• 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

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 timely 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

Class 4: Communication disciplines: employee relations, government relations

Class 5: Communication disciplines: community relations, crisis management

Class 6: Feedback activity: A reputation management case exercise involving small-group and class-wide discussion guided/critiqued by professor; opportunity to practice analytical and planning techniques required in mini project due at end of term

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

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 2019 at the latest.

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.

Several articles for purchase as digital coursepack from Harvard Business Publications (purchasing instructions will be forthcoming on CBS LEARN).

Other required materials (available free on the CBS LEARN course site) will focus on communication fundamentals and best practices, timely business developments, student interests, and other factors. 

Additional relevant readings:

Students are responsible for independent reading and other research tied to their specific mini project topics.