2023/24 Taught Postgraduate Module Catalogue

LUBS5421M Advanced Topics in Reputation Management

15 creditsClass Size: 200

Module manager: Verdiana Giannetti
Email: v.giannetti@leeds.ac.uk

Taught: Semester 2 (Jan to Jun) View Timetable

Year running 2023/24

Module replaces

LUBS5411M - Corporate Communications and Reputation Management

This module is not approved as an Elective

Module summary

As the concept of Corporate Reputation grows increasingly multifaceted and complex over time, it is now imperative for companies to cultivate and protect their corporate reputations. Corporate Communication specialists play a central role in reputation management. Against this backdrop, the module will, in its first part, explore the origins, development, scope, importance, and operationalization of Corporate Reputation as well as the central role that Corporate Communication Specialists play in it. Informed by the latest developments in academic research, the second part of the module will delve deeper into recent phenomena that are likely to impact upon Corporate Reputation Management and of which Corporate Communication specialists should be aware.

Objectives

The objectives of this module are for students to: 1) understand the growing importance of reputation for companies, 2) explore the contribution of corporate communication in reputation management, 3) engage with key debates and critically analyse theories in reputation management, 4) delve deeper in recent phenomena which are likely to impact upon corporate reputation, 5) use real-life case studies as a vehicle to gain deeper understanding of the above-mentioned concepts and phenomena.

Learning outcomes
1. Engage with the debates and complexities around corporate reputation management and measurement;
2. Critique the constantly evolving role of corporate communication in reputation management;
3. Critically assess the latest developments in academic research and phenomena likely to impact upon corporate reputation;
4. Appraise the means and ways in which companies cultivate, protect, and manage their reputations using real-life case-studies, providing a critique, making and justifying recommendations for alternative approaches.

Syllabus

Indicative Content:
• Corporate reputation: definition, measurement, and role of communication specialists
• Corporate reputation as a corporate asset
• Advanced topics in corporate reputation management, including but not limited to:
o CSR (Corporate Social Responsibility)
o ESG (Environmental, Social & Governance)
o Corporate Activism
o Corporate Political Activity

Teaching methods

Delivery type	Number	Length hours	Student hours
Lecture	10	2.00	20.00
Seminar	9	1.00	9.00
Private study hours			121.00
Total Contact hours			29.00
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 final essay preparation.

Opportunities for Formative Feedback

There will be opportunities for formative feedback all throughout the module (including 2-3 assignment clinics). Case studies will be discussed during weekly seminars. During such seminars, students will have the opportunity to critically discuss the case studies and receive oral feedback from the lecturer. Students will also have the possibility to book individual meetings as needed during the lecturer’s office hours to receive additional feedback on their progress and clarify any doubts.

Methods of assessment

Coursework

Assessment type	Notes	% of formal assessment
Essay or Dissertation	3,000 words individual essay	100.00
Total percentage (Assessment Coursework)		100.00

Normally resits will be assessed by the same methodology as the first attempt, unless otherwise stated

Reading list

The reading list is available from the Library website

Last updated: 27/03/2023

Disclaimer

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