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2019/2020  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 140
Study board
Study Board for BSc in Economics and Business Administration
Course coordinator
  • Jay A. Rubin - Department of Management, Society and Communication (MSC)
For academic questions related to the course, please contact course instructor Jay Rubin at jar.msc@cbs.dk
Main academic disciplines
  • Communication
  • Management
  • Marketing
Teaching methods
  • Online teaching
Last updated on 16/04/2020

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 reputation management objectives, strategies and tactics.
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-point grading scale
Examiner(s) One internal examiner
Exam period Summer, Ordinary exam: Home Assignment: 23/24 June - 29 July 2020. Please note that exam will start on the first teaching day and will run in parallel with the course.
Retake exam: Home Assignment: 72-hour home assignment: 5-8 October 2020 – for all ISUP courses simultaneously
3rd attempt (2nd retake) exam: 72-hour home assignment: 23-26 November 2020 – for all ISUP courses simultaneously

Exam schedules 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
Retake exam: 72-hour home project assignment, max. 10 pages, new exam question
Exam form for 3rd attempt (2nd retake): 72-hour home project assignment, max. 10 pages, new exam question
Course content, structure and pedagogical approach

This course explores the increasingly important and evolving roles 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 primary communication disciplines that contribute to stakeholder relationships, issues management, leadership presence, and overall business image. These five disciplines include media relations, employee relations, community relations, investor relations, and government relations. Through lectures, readings, discussion, and some role-play exercises, students learn how organizational communication strategies and tactics are used across a range of business developments from product launches to corporate crises. Students gain further insight by analyzing how companies address social trends, cultural imperatives, and competitive challenges to build "reputation capital."


Preliminary assignment: About 75 pages of reading and a brief written summary of current reputation management issue (about two-thirds of page) 
Class 1: Historical and contemporary perspectives on organizational communication and reputation management. Students discuss preliminary assignments
Class 2: Intro to reputation management planning. Initial guidance about mini project
Classes 3 & 4: The primary organizational communication disciplines: media relations, employee relations, community relations, investor relations, and government relations
Class 5: Issues management. Best (and worst) practices in crisis communication
Class 6: Feedback activity: Role-play exercise wherein students propose  strategies and tactics for organization with declining reputation. (Students also submit mini project topics for review/approval. Deadline TBA)
Class 7 & 8: Authenticity, alignment, social impact, measurement, and other determining factors in reputation management. Team exercises focusing on communication disciplines
Classes 9: Leadership lessons from top international communication executives
Class 10: Emerging trends
Class 11: Comprehensive review
Description of the teaching methods
This year all courses are taught digitally over the Internet. Instructors will apply a mixture of direct teaching through a live link (like Skype, Team, Zoom…) and indirect, where visual pre-recorded material is uploaded on Canvas. The instructor will inform participants about the precise format on Canvas.
Feedback during the teaching period
Role-play exercise wherein students propose strategies and tactics for organization with declining reputation. (Students also submit mini project topics for review/approval. Deadline TBA)

Home Project Assignments/mini projects are based on a research question (problem formulation) formulated by the students individually. Approval deadline will be defined by the instructor. Hand-in of the problem formulation directly to the instructor by the 3rd teaching week.
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 March 2020.

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. 


Additional relevant readings:


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

Last updated on 16/04/2020