COMM802 Управление на корпоративната репутация
Анотация:
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.
Преподавател(и):
проф. Десислава Бошнакова д-р
ас. Жюстин Джадала Мария д-р
Описание на курса:
Компетенции:
SKILLS
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:
Редовен
Учебни форми:
Лекция
Език, на който се води курса:
Български
Теми, които се разглеждат в курса:
- The value of reputation - introduction of the basic concepts
- Stakeholders – the reputation of the organization and the various stakeholders
- Reputation formation – principles and theories
- Vision, mission, mantra - the basis of a successful reputation
- Organizational culture and reputation
- Communicating the reputation within the organization
- Official Company Policy and Reputation
- Communicating reputation outside the organization
- Factors outside the organization affecting reputation
- Measuring and Valuing Reputation
- Methods for Measuring and Valuing Reputation - Part 1
- Methods for measuring and evaluating reputation - part 2
- Reputation management in a crisis
- Global Examples of Reputation Management in Crisis
- Challenges to Reputation Management
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)