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2020/2021  BA-BHAAI1087U  Reputation Management for Executives & Entrepreneurs (CANCELLED)

English Title
Reputation Management for Executives & Entrepreneurs (CANCELLED)

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
  • 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 or jayrubin@nyu.edu
Main academic disciplines
  • Entrepreneurship
  • Communication
  • Management
Teaching methods
  • Online teaching
Last updated on 04/03/2021

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 and how they're applied to manage reputation at established companies as well as entrepreneurial ventures
  • Demonstrate how commonly accepted communication models, theories, precedents, and best practices help guide company 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 settings and apply the knowledge gained in this course to develop reputation management objectives, strategies and tactics
Course prerequisites
Reputation Management for Executives & Entrepreneurs:
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: 22 June - 30 July 2021. 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: 27-30 September 2021 – for all ISUP courses simultaneously
3rd attempt (2nd retake) exam: 72-hour home assignment: 22-25 November 2021 – 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

Understanding the forces that make or break a company's or an individual's reputation has never been more crucial. Across industries and career tracks, heightened transparency continues to raise the stakes that future corporate executives and entrepreneurs will face. This course introduces the organizational communication tools and techniques that successful businesses use to build and maintain positive reputations and relationships with the media, employees, investors, government and other influential stakeholder communities. Students analyze strategies and tactics that address social trends, product launches, competitive challenges, business crises, cultural sensitivities and more to gain “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 reputation management and organizational communication. Students discuss preliminary assignments
Class 2: Intro to reputation management planning. Initial guidance about home project assignment / final paper
Classes 3 & 4: The primary organizational communication disciplines: media relations, employee relations, community relations, investor relations, and government relations. Perspective on how they're used at leading companies, as well as start-ups.
Class 5: Issues management. Best (and worst) practices in crisis communication
Class 6: Feedback activity: Role-play exercise where students propose strategies and tactics for organization with declining reputation. (Students also submit home assignment / final paper topics for review / approval. Deadline TBA)
Class 7 & 8: Social impact and authenticity, influence of location when expanding or launching a business, measurement of progress, and other determining factors in reputation management. 
Classes 9: Reputation 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 direct/live teaching through a link (like Skype, Team, Zoom). In some courses, pre-recorded material will also be used.
Feedback during the teaching period
Role-play exercise wherein students propose strategies and tactics for organization with declining reputation. (Students also submit Home Project Assignment/final paper topics for review/approval. Deadline TBA)

Home Project Assignments/final papers are based on a research question (problem formulation) from 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 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 in March 2021.

Expected literature

Mandatory readings:


Primary text: Reputation Management: The Key to Successful Public Relations and Corporate Communication, 4th edition, 2020, 438 pages, published by Routledge, an imprint of Taylor & Francis Group. 


Various articles and documents available free through Canvas. 


Additional relevant readings:


Students are responsible for independent reading and other research tied to their specific Home Project Assignment / final paper topics.

Last updated on 04/03/2021