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2021/22 Taught Postgraduate Module Catalogue

LUBS5411M Corporate Communications and Reputation Management

15 creditsClass Size: 100

Module manager: Dr Kendi Guantai

Taught: Semester 2 (Jan to Jun) View Timetable

Year running 2021/22

Module replaces

LUBS 5413M

This module is not approved as an Elective

Module summary

With reputation now forming the fourth element of what was traditionally known as the ‘triple bottom-line’ (People, Planet, and Profit), it is imperative for any organisation to cultivate and protect its reputational assets. The module will build on this understanding, introducing you to theories in Corporate Communications and reputation management. It will also explore the origins, development, scope, importance and operationalization of Corporate Reputation.


The objectives of this module are for students to: 1) understand the growing importance of reputation for various types of organisations; 2) explore the contribution of Corporate Communications in reputation management; 3) engage with key debates and critically analyse theory in reputation management; 4) use real-life case studies as a vehicle to gain deeper understanding of the application of theoretical concepts in practice; and 5) to further existing knowledge through research and case-study work.

Learning outcomes
On completion of this module, students should be able to:
- Critically evaluate the historical development of corporate reputation and its growing remit
- Engage with debates around the perception of reputation as an asset and the complexities around reputation management
- Summarise the developing role of Corporate Communication in reputation management
- Distinguish and utilise various approaches with regard to reputation research and measurement
- Evaluate, apply and construct theoretical frameworks and models in managing and protecting reputation assets around issues and crises
- Analyse the means and ways in which organisations cultivate, protect and manage their reputations using real-life case-studies, providing a critique, making and justifying recommendations for alternative approaches and extending debates in Corporate Communications and reputation management

Skills outcomes
- Analytical skills
- Critical thinking
- Problem solving
- Written communications


Areas covered include (indicative content):
- Historical development of reputation management
- Role of Corporate Communications in reputation management
- Research and measurement of corporate reputation
- Reputation as an organisational asset
- Impact of issues and crises on reputation and the management and protection of reputations during and post issues/crises
- Media and reputation
- Link between corporate citizenship, corporate conduct (as well as corporate misconduct) and reputation
- Halo effect of reputation in the market place
- Framing and storytelling in reputation management
- Importance of lobbying and public affairs in reputation management
- Global, cultural and political insights

Teaching methods

Due to COVID-19, teaching and assessment activities are being kept under review - see module enrolment pages for information

Delivery typeNumberLength hoursStudent hours
Private study hours120.00
Total Contact hours30.00
Total hours (100hr per 10 credits)150.00

Private study

This could include a variety of activities, such as reading, watching videos, question practice and exam preparation.

Opportunities for Formative Feedback

Your teaching methods could include a variety of delivery models, such as face-to-face teaching, live webinars, discussion boards and other interactive activities. There will be opportunities for formative feedback throughout the module.

Methods of assessment

Due to COVID-19, teaching and assessment activities are being kept under review - see module enrolment pages for information

Assessment typeNotes% of formal assessment
Essay3,000 words100.00
Total percentage (Assessment Coursework)100.00

The resit for this module will be 100% by 3,000 word coursework

Reading list

The reading list is available from the Library website

Last updated: 30/06/2021 15:20:03


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