At the end of this course, the students; 1) Analyze the impact that reputation has on achieving organizational objectives. 2) ain a broad understanding of how reputation management fits with major disciplines of corporate & organizational communication.
MODE OF DELIVERY
Face to face
PRE-REQUISITES OF THE COURSE
No
RECOMMENDED OPTIONAL PROGRAMME COMPONENT
No.
COURSE DEFINITION
The students who take this course will learn that the reputation is gained by the appreciation of the inner and outer stakeholders and although the construction of reputation is a long process, it can be eroded in a short time if it not managed well. Along that the students who take the course will discuss the fields such as media communication, inner communication, public relations, marketing communication in the context of reputation management.
COURSE CONTENTS
WEEK
TOPICS
1st Week
The historical context of reputation management
2nd Week
The emergence of reputation management as a field of study.
3rd Week
Core public relations communications and organizational theories applicable to reputation management
4th Week
An integrated working model of reputation management.
5th Week
Issues concerned with corporate images and reputations
6th Week
Crisis management and reputation management
7th Week
Corporate social responsibility and reputation management
8th Week
Social media and reputation management
9th Week
Non-governmental companies and reputation management
10th Week
Establishing a dialogue with stakeholders and enforcing a shared identity
11th Week
İmplementing an integrated communication
12th Week
the drivers of transparency: pressures of market, social, legal and political
13th Week
The communication campaign
14th Week
The reputation campaign
RECOMENDED OR REQUIRED READING
Baker, L W 1993, Credibility factor: putting ethics to work in public relations, Business One Irwin, Homewood, Illinois. Cutlip, S M, Center, A H & Broom, G M 2000, Effective public relations, 8th edn, Prentice-Hall, Englewood Cliffs, NJ. Dowling, G 1994, Corporate reputations: strategies for developing the corporate brand, Longman Cheshire, Melbourne. Fombrun, C J 1996, Reputation: realizing value from the corporate image, Harvard Business School Press, Boston, Mass. Haywood, R 1994, Managing your reputation, McGraw-Hill Book Co, London & New York. Kruckeberg, D & Starck, K 1988, Public relations and community: a reconstructed theory, Greenwood Publishing Group, New York. Macnamara, J R 2000, Jim Macnamara's public relations handbook, Prentice Hall, New York & Sydney. Newsom, D 2000, This is PR: the realities of public relations, 7th edn, Wadsworth, California.
PLANNED LEARNING ACTIVITIES AND TEACHING METHODS
Lecture,Discussion,Questions/Answers,Presentation
ASSESSMENT METHODS AND CRITERIA
Quantity
Percentage(%)
Mid-term
1
15
Assignment
1
15
Total(%)
30
Contribution of In-term Studies to Overall Grade(%)
30
Contribution of Final Examination to Overall Grade(%)
70
Total(%)
100
LANGUAGE OF INSTRUCTION
Turkish
WORK PLACEMENT(S)
No
KEY LEARNING OUTCOMES (KLO) / MATRIX OF LEARNING OUTCOMES (LO)
