Organization represent themselves to various stakeholder groups, both inside the organization and within the environment. In doing so, organizations encounter issues of reputation and identity. Combining theoretical foundations and a case study approach this course will examine these issues critically and analytically.
Upon successful completion of this course, students will be able to:
- Explain fundamental concepts of organizational reputation and representation.
- Describe the importance of reputation and representation as an organizational asset.
- Identify approaches to communication that enable organizations to build, manage, and protect reputation and representation.
- Apply the theoretical and practical aspects of reputation and communication in a real-world context.