The strength and magnitude of an organisation’s reputation represents the way in which a complex range of stakeholders perceive an organisation, entity or destination. All too often, a gap develops between the way an organisation intends to be seen and the reality, namely the way stakeholders actually perceive it. This can be due to a range of forces, some slow, foreseeable and manageable, and some sudden, unforeseen and relatively unmanageable. All can result in organisational underperformance, destabilisation, financial difficulties, leadership change, a fall in market valuation, and even difficulty in raising finance or recruiting the right personnel. This subject explores ways in which organisations can minimise the gap and avoid these potentially serious issues.

Available only to students enrolled in the Master of Management (Chartered Marketer)

·         be able to critically evaluate the way organisations develop their identities and some organisations use these to form images and assign reputational status

·         be able to critically analyse the elements that contribute to the identify that an organisation projects to its stakeholders, sometimes through a corporate brand

·         be able to critically evaluate linkage between how an organisation wants to be seen and how it is seen, namely corporate communications.

·         Developing the rationale for managing corporate reputation

·         Determining the scope of corporate reputation

·         Understanding the current corporate reputation

·         Developing corporate brands

·         Determining the dimensions of corporate communications

·         Corporate communication strategies and methods