YCCA2150 Corporate Reputation Management (6 cr)

Study level:
Intermediate studies
Grading scale:
0-5
Language:
English, Finnish
Responsible organisation:
Jyväskylä University School of Business and Economics
Coordinating organisation:
Open University, Jyväskylä University School of Business and Economics
Curriculum periods:
2024-2025, 2025-2026, 2026-2027, 2027-2028

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

Description

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.


Learning outcomes

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

Additional information

JSBE: suorituskieli englanti

Avoin yliopisto: suorituskielenä suomi

Description of prerequisites

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

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

Study materials

Reading material assigned by lecturer, available in Moodle course space


Completion methods

Method 1

Description:
Active participation to lectures and class activities
Evaluation criteria:
Class activities and final group assignment
Time of teaching:
Period 1
Select all marked parts
Parts of the completion methods
x

Participation in teaching (6 cr)

Type:
Participation in teaching
Grading scale:
0-5
Language:
English

Teaching