Course Description Detail Page

COM 9658 Reputation Management
3.0 Hours; 3.0 Credits

What are the key drivers of corporate reputation? How do companies and NGOs sustain and enhance their reputations? How do these entities respond to reputation threats and why do some survive those threats while others do not? These are among the topics that will be covered in the reputation management seminar. Through case studies, student presentations, intensive class discussion and guest lectures by practitioners on the firing line, seminar participants will develop a sophisticated understanding of reputation, its fragility, and how to navigate through times, almost inevitable for every organization, when bad things threaten to undermine both reputation and, sometimes, the organization's very existence.

Prerequisite: Enrollment in the MA Corporate Communication Program or permission of the instructor