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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 |
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| 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
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| Course coordinator | |
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| For academic questions related to the course, please contact course instructor Jay Rubin at jar.msc@cbs.dk | |
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| Teaching methods | |
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| 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:
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| Course prerequisites | ||||||||||||||||||||||
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| Examination | ||||||||||||||||||||||
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| Course content, structure and pedagogical approach | ||||||||||||||||||||||
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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
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| 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. |
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| Further Information | ||||||||||||||||||||||
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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. |
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| Expected literature | ||||||||||||||||||||||
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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. |
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