Organizational identity and reputation management

This course familiarizes participants with the notions of corporate reputation and organizational identity: what they are, how they can be measured and/or investigated, and how they can be effectively managed. The course will also look at the different roles of corporate leaders, communication managers, and HR managers in the management of the identity of an organization.

Professor
Module
Understanding the communication environment and managing integrated communication

This course familiarizes participants with the notions of corporate reputation and organizational identity: what they are, how they can be measured and/or investigated, and how they can be effectively managed. The course will also look at the different roles of corporate leaders, communication managers, and HR managers in the management of the identity of an organization. Drawing on management research, case discussions, and personal experience, the course provides participants with conceptual tools and practical indications to address reputation- and identity-related activities.

Topics addressed in the course include understanding reputational dynamics, corporate reputation, and organizational identity. Throughout the course, participants discuss cases described in pre-readings and prepare brief presentations analyzing the cases under discussion. Case discussions are aimed at illustrating the complexity of reputational dynamics and how they affect the viability of organizations. For example, in a segment about measuring corporate reputation, participants are asked to reflect on the reputations of their companies and their companies' measure of reputation, as well as the attention paid to publicly available reputation measurements and their meaningfulness.

In order to minimize overlaps with other courses, the course will place relatively more emphasis on the analysis and measurement of these perceptual phenomena than on the technicality of managing them.