YCCA2150 Corporate reputation management (5 op)

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.

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

JSBE: suorituskieli englanti

Avoin yliopisto: suorituskielenä suomi

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

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)