| CODE | CCT5261 | ||||||
| TITLE | Corporate Reputation | ||||||
| UM LEVEL | 05 - Postgraduate Modular Diploma or Degree Course | ||||||
| MQF LEVEL | 7 | ||||||
| ECTS CREDITS | 2 | ||||||
| DEPARTMENT | Faculty of Media and Knowledge Sciences | ||||||
| DESCRIPTION | Building uniqueness in a crowded market place is pivotal for any business organization. On the one hand, through the building of strong corporate reputation, an organization signals to its stakeholders a guarantee of trustworthiness and stability. On the other hand, internal and external stakeholders transform their perception into an attitude toward the organization. Building, measuring and attending to corporate reputation pays fiscal, resource and social dividends for the organization. Building uniqueness in a crowded market place is pivotal for any business organization. Corporate reputation is an important component of a firm that can provide a significant source of competitive advantage. This is because, a strong corporate reputation signals to external organizational stakeholders a guarantee of trustworthiness and stability while contributing to a general positive attitude among stakeholders toward the organization. The organization needs to manage its reputation by identifying the necessary supporting activities, ensuring periodical measurement among the various stakeholders and undertaking improvements as necessary. Ultimately a strong reputation pays fiscal, resource and social dividends for the organization. This unit aims to examine the fundamental roles that communication plays in corporate reputation affairs, including its: • Conceptualization and dimensionality; • Production, associations and implementation; • Measurement and evaluation. Learning Outcomes: 1. Knowledge & Understanding: By the end of the study-unit the student will be able to: 1. Analyze the complementary nature of corporate image and identity; 2. Define corporate reputation and discuss the various components making up corporate reputation; 3. List the beneficial impacts of strong reputations; 4. Discuss instruments used to measure reputations. 2. Skills: By the end of the study-unit the student will be able to: 1. Measure CR and implement CR strategies within an IMC plan. Main Text/s and any supplementary readings: - Articles on the subject will be distributed through the Virtual Learning Environment (VLE). - Alsop, R.J. (2004). The 18 immutable laws of corporate reputation: Creating, protecting and repairing your most valuable asset. New York: Wall Street Journal and Free Press. - Davies, G., Chu, R., Vinhas Da Silva, R., & Roper, S. (2003). Corporate Reputation and competitiveness. Oxford, UK: Routledge. - Fombrun, C. J., & van Riel, C.B.M. (2003). Fame & fortune: How successful companies build winning reputations. Upper Saddle River, NJ: Pearson Education. - Fombrun, C.J. (1996). Reputation: Realizing value form the corporate image. Cambridge, MA: Harvard Business School. - Griffin, A. (2008). New strategies for reputation management: Gaining control of issues, crises and corporate social responsibility. London, UK: Kogan Page. - Moingeon, B., & Soenen, G. (Eds.) (2002). Corporate and organisational identities: Integrating strategy, marketing, communications and organizational perspectives. London, UK: Routledge. |
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| STUDY-UNIT TYPE | Lecture | ||||||
| METHOD OF ASSESSMENT |
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| LECTURER/S | Saviour Chircop |
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The University makes every effort to ensure that the published Courses Plans, Programmes of Study and Study-Unit information are complete and up-to-date at the time of publication. The University reserves the right to make changes in case errors are detected after publication.
The availability of optional units may be subject to timetabling constraints. Units not attracting a sufficient number of registrations may be withdrawn without notice. It should be noted that all the information in the description above applies to study-units available during the academic year 2025/6. It may be subject to change in subsequent years. |
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