Permalink
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 | |
|
|
| 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 | |
|
|
| Teaching methods | |
|
|
| 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:
|
||||||||||||||||||||||
| Course prerequisites | ||||||||||||||||||||||
| None | ||||||||||||||||||||||
| Examination | ||||||||||||||||||||||
|
||||||||||||||||||||||
| 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 | ||||||||||||||||||||||
|
||||||||||||||||||||||
| 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. |
||||||||||||||||||||||