YCCA2150 Corporate Reputation Management (6 cr)

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 stakeholders and publics' 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 4 Quality education and 16 Partnership for the goals.

After completing this study module, the student:

• is able to define and explain the components of corporate reputation and understand the relationship between reputation, communication and corporate activities

• is able to assess an organisation’s reputation

• is able to identify and prioritize stakeholders and publics and understand their communicative behaviors for reputation management

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

• is able to solve challenges related to reputation management in an ethical and responsible manner
  

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

JSBE: suorituskieli englanti

Avoin yliopisto: suorituskielenä suomi

JSBE: YTTP2150 Introduction to Corporate Communication or YTTP1150 Viestinnän johtamisen perusteet.

Avoin yliopisto: pakollisena esitietona YTTP1150 Viestinnän johtamisen perusteet ja suositeltuina esitietoina Liiketoimintaosaamisen perusopinnot.

Reading material assigned by lecturer, available in Moodle course space