YCCA2150 Corporate reputation management (5 cr)

Study level:
Intermediate studies
Grading scale:
English, Finnish
Responsible organisation:
Jyväskylä University School of Business and Economics
Coordinating organisation:
Open University, Jyväskylä University School of Business and Economics
Curriculum periods:
2020-2021, 2021-2022, 2022-2023, 2023-2024

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The cource examines reputation management, its definitions and significance as a key strength of companies.


The study module introduces students to an understanding of reputation management, its definition and importance as a key asset in today’s business community. Students will learn why building and maintaining positive images and reputation is important and how organizations can manage reputation by addressing stakeholder concerns through specific communication initiatives. The study module emphasizes the communication component of reputation and how communication strategies build, maintain and defend organizational reputation. The study module specifically addresses the question of good reputation and responsible business by discussing the importance of good working practices and sustainable consumption among others. In doing so, this study module supports UN Sustainable Development Goals 8 Decent work and economic growth and 12 Sustainable consumption and production.

Learning outcomes

After completing this study module, the student:

  • is able to reflect on the impact of reputation on business critically

  • is able to assess an organisation’s reputation

  • is able to identify and scope opportunities for improving corporate reputation

  • is able to solve challenges related to reputation management

  • is trained to use a foreign language as a medium of communication

  • is able to solve challenges of team work

Additional information

JSBE: suorituskieli englanti

Avoin yliopisto: suorituskielenä suomi

Description of prerequisites

Avoimessa yliopistossa pakollisena esitietona on YTTP1150 - Viestinnän johtamisen perusteet ja suositeltuina esitietoina Liiketoimintaosaamisen perusteet -opintokokonaisuus.

Study materials

Reading material assigned by lecturer, available in Moodle course space

Craig E. Carroll (2015) The handbook of communication and corporate reputation. Malden, MA, Wiley-Blackwell (selection of chapters)

Craig E. Carroll (2016). The SAGE Encyclopedia of corporate reputation. London, Sage (selected entries)

Completion methods

Method 1

Active participation to lectures and class activities
Evaluation criteria:
class activities and final group assignement
Time of teaching:
Period 2
Select all marked parts
Parts of the completion methods

Participation in teaching (5 cr)

Participation in teaching
Grading scale: