Veidlapa Nr. M-3 (8)
Study Course Description
Management of Corporate Reputation and Social Responsibility
Course Code
KF_042
Branch of Science
Economics and Business; Marketing
ECTS
3.00
Target Audience
Communication Science; Marketing and Advertising
LQF
Level 7
Study Type And Form
Full-Time
Study Course Implementer
Course Supervisor
Renāte Cāne
Structure Unit Manager
Ieva Puzo
Structural Unit
Faculty of Social Sciences
Contacts
Dzirciema street 16, Rīga, szf@rsu.lv
About Study Course
Objective
To develop an understanding of reputation as an essential intangible asset of the organisation, its role and opportunities in the development of the organisation, to provide knowledge of reputation building and management strategies and corporate social responsibility as one of them, as well as to develop professional competences in communication of reputation and social responsibility within organisations.
Preliminary Knowledge
Foundations of corporate communication, PR theory and practice, management of organisations.
Learning Outcomes
Knowledge
1.Students acquire knowledge of: • reputation as an essential factor in modern society and its impact on the sustainability and economic functioning of the organisation; • key reputation management strategies and key principles for their selection; • reputation management communication channels and instruments; • corporate social responsibility as one of the main directions of reputation management in the organization.
Skills
1.Students will be able to: • recognize, analyze, and also use corporate reputation management strategies and tactics; • Create communication of reputation management and social responsibility according to the strategies and tactics chosen.
Competences
1.After completing the study course, students will be able to independently navigate: • the criteria and guiding principles of corporate reputation and social responsibility, their various forms in social, political and business processes; • corporate reputation and social responsibility in management and communication matters.
Assessment
Individual work
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Title
|
% from total grade
|
Grade
|
|---|---|---|
|
1.
Individual work |
-
|
-
|
|
In order to acquire the content of the study course, students shall, in accordance with the instructions of the teaching staff: • study presentations prepared by the teaching staff, materials inserted in e-studies and compulsory literature; • two essay type articles should be prepared on subjects 2 and 3 of the study course, supplemented by an analysis of corporate reputation management and social responsibility cases. |
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Examination
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Title
|
% from total grade
|
Grade
|
|---|---|---|
|
1.
Examination |
-
|
10 points
|
|
• both independent articles of the study course have been submitted and successfully completed – essays (60% of the total score); • successful written exam on study course topics (40% of total assessment). |
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Study Course Theme Plan
FULL-TIME
Part 1
-
Lecture
|
Modality
|
Location
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Contact hours
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|---|---|---|
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On site
|
Auditorium
|
2
|
Topics
|
Concept of reputation, definitions. The growing importance of reputation these days. Reputation as an intangible asset in an organization. Relationship of reputation with the company’s financial performance in the business environment. Building a reputation as a strategy within an organization.
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Reputation management within an organization: reputation building, management, protection and evaluation techniques. The importance and opportunities of communication in reputation management. Communication channels and instruments for reputation management.
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Study room
|
2
|
Topics
|
Reputation management within an organization: reputation building, management, protection and evaluation techniques. The importance and opportunities of communication in reputation management. Communication channels and instruments for reputation management.
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Reputation management within an organization: reputation building, management, protection and evaluation techniques. The importance and opportunities of communication in reputation management. Communication channels and instruments for reputation management.
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Study room
|
2
|
Topics
|
Social responsibility as a category of corporate responsibility alongside economic, legal and environmental responsibility within the organisation. Directions and tactics of social responsibility. Use of public relations in communication of social responsibility of the organisation to the public and co-operation partners.
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Reputation management within an organization: reputation building, management, protection and evaluation techniques. The importance and opportunities of communication in reputation management. Communication channels and instruments for reputation management.
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Social responsibility as a category of corporate responsibility alongside economic, legal and environmental responsibility within the organisation. Directions and tactics of social responsibility. Use of public relations in communication of social responsibility of the organisation to the public and co-operation partners.
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Social responsibility as a category of corporate responsibility alongside economic, legal and environmental responsibility within the organisation. Directions and tactics of social responsibility. Use of public relations in communication of social responsibility of the organisation to the public and co-operation partners.
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Social responsibility as a category of corporate responsibility alongside economic, legal and environmental responsibility within the organisation. Directions and tactics of social responsibility. Use of public relations in communication of social responsibility of the organisation to the public and co-operation partners.
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Study room
|
2
|
Topics
|
Social responsibility as a category of corporate responsibility alongside economic, legal and environmental responsibility within the organisation. Directions and tactics of social responsibility. Use of public relations in communication of social responsibility of the organisation to the public and co-operation partners.
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Study room
|
2
|
Topics
|
Social responsibility as a category of corporate responsibility alongside economic, legal and environmental responsibility within the organisation. Directions and tactics of social responsibility. Use of public relations in communication of social responsibility of the organisation to the public and co-operation partners.
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Study room
|
2
|
Topics
|
Social responsibility as a category of corporate responsibility alongside economic, legal and environmental responsibility within the organisation. Directions and tactics of social responsibility. Use of public relations in communication of social responsibility of the organisation to the public and co-operation partners.
|
|
Consultation
|
Total ECTS (Creditpoints):
3.00
Contact hours:
24 Academic Hours
Final Examination:
Exam (Written)
Bibliography
Required Reading
1.
Langham, T. (2018). Reputation Management: The Future of Corporate Communications and Public Relations. Emerald Publishing Limited, PRCA Practice Guides, 312 p.
2.
Doorley, J., Garcia, H.F. (2020). Reputation management: the key to successful public relations and corporate communication. New York; London: Rutledge, 432 p.
3.
The Oxford handbook of corporate reputation. Edited by Barnett, M. L. & Pollock, T. G. (2012).
4.
Weber, J., Wasieleski, D. M. (2018). Corporate Social Responsibility. Emerald Publishing, 343 p.
5.
Kapferer, J.-N. (2008). The New strategic brand management: creating and sustaining brand equity long term. London; Philadelphia: Kogan Page, 560 p.
6.
Wang, Q., Dou, J., Jia, Sh. (2016). A Meta-Analytic Review of Corporate Social Responsibility and Corporate Financial Performance: The Moderating Effect of Contextual Factors. Business & society, 2016-11, Vol.55 (8), pp.1083-1121.
Additional Reading
1.
Grifins, E. (2008). Reputācijas vadības stratēģijas: situāciju, krīžu un korporatīvās sociālās atbildības vadīšana. Rīga: Lietišķās informācijas dienests, 220 lpp.
2.
Haywood, R. (2005). Corporate reputation, the brand and the bottom line: powerful proven communication strategies for maximizing value. London and Sterling: Kogan Page, 320 p.
3.
Fombrun, Ch. J. (2012). The Building Blocks of Corporate Reputation: Definitions, Antecedents, Consequences. The Oxford Handbook of Corporate Reputation. Oxford University Press.
4.
Ball Dwayne, C., Machas, A. (2004). The Role of Communication and Trust in Explaining Customer Loyalty: An Extension to the ECSI Model. Eurpean Journal of Marketing, Vol. 38, Nos. 9/10, pp. 1272-1293.
5.
Alsop, R. (2013). The 18 immutable laws of corporate reputation: creating, protecting, and repairing your most valuable asset. New York: Free Press, 320 p.
6.
Baudot, L., Johnson, J. A., Roberts, A., Roberts, R. W. (2019). Is Corporate Tax Aggressiveness a Reputation Threat? Corporate Accountability, Corporate Social Responsibility, and Corporate Tax Behavior. Journal of business ethics, 2019-06-08, Vol.163 (2), pp.197-215.
Other Information Sources
1.
Ētikas kodekss Latvijas sabiedrisko attiecību profesionāļiem (2018).
2.
AS “Latvijas Balzams” ētiskas mārketinga komunikācijas kodekss (2013).
3.
Jones, D., Willness, Ch. (2013). 3 Reasons Job Seekers Prefer Sustainable Companies.