COMM802 Управление на корпоративната репутация


The course aims to teach the principles of creating, managing and maintaining the reputation of organizations of all kind. To achieve these goals the course will provide students with knowledge related to the theory and practice of reputation management off and online, will creat knowledge related to basic concepts, theories and methods for measuring and evaluating corporate reputation.

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Международни бизнес комуникации (на английски език)


проф. Десислава Бошнакова  д-р

Описание на курса:



After completing successfully this course the students will:

1) know:

" What is reputation, how we can build, manage and maintain reputation

" Which are the main theories and practices of reputation management

" Who we measure and evaluate reputation capital

2) are capable of:

" Implementing in practice the theories in the field of organizational reputation

" Planning campaigns for creating, managing and maintaining reputation

" Implementing techniques to measure and evaluate reputation

Предварителни изисквания:
Students should have the following knowledge and/or skills:

" Knowledge in the field of Public Relations

Форми на провеждане:

Учебни форми:

Език, на който се води курса:

Теми, които се разглеждат в курса:

1 The value of reputation - introducing the basic concepts Discussion 2

2 Stakeholders - organizational reputation and different stakeholders groups Lecture 2

3 Creating a reputation - principles and theories Lecture 2

4 Vision, mission, Mantra - the foundation of good reputation Lecture 2

5 The official organizational policy and the reputation Lecture 2

6 The organizational culture and the reputation Work in groups 2

7 Communicating organizational reputation inside the organization Lecture 2

8 Communicating organizational reputation outside the organization Lecture 2

9 Factors outside the organizations, which affect the reputation Work in groups 2

10 Reputation measurement and evaluation Lecture 2

11 Methods of measuring and evaluating reputation (part 1) Lecture 2

12 Methods of measuring and evaluating reputation (part 2) Practical assignment 2

13 Crisis reputation management Work in groups 2

14 World examples of reputation management in crisis Practical assignment 2

15 The future of reputation management Discussion 2

Литература по темите:

1. Corporate Reputation and Competitiveness, Rosa Chun, Rui Da Silva, Routledge (November 8, 2002)

2. Strategic Reputation Management: Towards A Company of Good (Lea's Communication), Peter B. Orlik and Pekka Aula, Routledge; 1 edition (April 26, 2008)

3. Corporate Reputation: 12 Steps to Safeguarding and Recovering Reputation by Leslie Gaines-Ross, Wiley, January 2008.

4. Reputation Management: The Key to Successful Public Relations and Corporate Communication, John Doorley, Routledge; 2 edition (November 4, 2010)

5. Creating Corporate Reputations, Grahame Dowling, Oxford University Press, USA (June 15, 2002)

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