MWM008-Reputation and Responsibility

Module Provider: Marketing and Reputation
Number of credits: 10 [5 ECTS credits]
Terms in which taught: Summer term module
Non-modular pre-requisites:
Modules excluded:
Module version for: 2016/7

Module Convenor: Miss Helen Stride


Summary module description:
The Reputation and Responsibility module explores the identification, development and management of reputation, corporate responsibility and organisational relationships critical to organisational performance. It focuses upon the strategies and choices in organisational relationships, the values that underpin these choices and the integrative as well as analytical thinking demanded of managers if strategic decisions are to be operationalised in a transparent, purposeful, sustainable and accountable manner. By explicitly building on previous modules of the MBA programme, Reputation and Responsibility focuses upon the strategic, holistic and integrated nature of management in a complex business environment.

The module aims to:
•develop knowledge and understanding of the holistic nature of strategic reputation and responsibility management
•foster debate and discussion around issues of corporate responsibility and board effectiveness
•introduce key concepts of how relationships are built and apply the principles and theories to the understanding of successful organisational relationships
•introduce key concepts of stakeholder management, raise awareness of the complex nature of expectations that organisations have to deal with, and enable a reflection on choices around the deployment of resources and future strategies in situations where there are conflicting demands
•expose programme members to a range of tools for the analysis of perceptions related to reputation and illustrate the application of such tools through a range of activities and case studies
•help programme members to apply key principles of corporate responsibility, sustainability and purposeful governance practice to the achievement of long-term performance
•allow programme members to gain an understanding of what information they need to make integrative decisions, and how they might use frameworks to make the most of the information that organisations already have

Assessable learning outcomes:
By the end of the module it is expected that students will be able to:
•identify and discuss the nature of relationships, their purpose and their context that impact positively and negatively on the attainment of long-term strategic objectives for the organisation
•describe the latest academic thinking in the area of reputation management, how it links to the achievement of the longer term purpose and sustainability of the organisation, and the diagnostic tools and research process associated with the proactive management of organisational reputation
•reflect critically on the current debate around the issues of corporate responsibility and sustainability, and consider how insights and recommendations relate to management theory and practice
•perform a stakeholder analysis to inform strategic planning
•analyse judiciously the relevance and appropriateness of relationship and stakeholder theory, reputation management and governance to long-term sustainable strategic management
•reflect critically on value and values in organisations and challenge the accepted tools where appropriate as part of the evaluation process
•synthesise information and evaluate and reflect on alternative theories and concepts evidencing a problem-solving approach and showing an understanding of the implications of recommendations
•embrace an interdisciplinary approach to the concepts studied and the application of differing methodologies in an integrated manner

Additional outcomes:
Students will also develop negotiation and team working skills through completion of group work, as well as presentations skills. Students will furthermore have the opportunity to practice and demonstrate their ability to:
•Adopt a problem-solving approach and use a number of analytical models and tools to understand reputational issues
•Engage in a critical debate regarding corporate responsibility, organisational purpose and value and the role of governance
•Manage the research process to gather required information and data from a wide group of stakeholders and interpret complex qualitative and quantitative data to inform strategic decision making
•Understand and apply behavioural models to practical scenarios and communicate clearly and confidently their analysis through written reports and a variety of mediums
•Work autonomously, as well as collaboratively, managing the process of study, prioritising appropriately
•Reflect on their own understanding and ability to communicate with others in the subject area

Outline content:
Mapping the situation:
1. Introduction to corporate reputation
2. Introduction to corporate responsibility

Exploring vision and values:
3. Individual values
4. Organisational values and success
5. Values and ethical decision-making

Engaging with stakeholders:
6. Mapping the stakeholder landscape
7. Trust in stakeholder relationships
8. Drivers and outcomes in stakeholder relationships

Measuring and managing reputation:
9. Models of reputation management
10. Case examples of reputation gap analyses and reputation management

Embedding corporate responsibility:
11. The link between reputation and corporate responsibility
12. Contemporary trends and models of corporate responsibility
13. Case studies: responsibility in an historical context

Linking reputation and responsibility to strategy:
14. Linking the strategic and personal approach to reputation management
15. Linking reputation and responsibilty to sustainability
16. Reputation and responsibility in the context of leadership and corporate governance

Brief description of teaching and learning methods:
The module uses a blended-learning approach, incorporating self study, face-to-face workshop(s) and online tutor support. Key module content will be delivered in 3 one-day (7-hour) workshops. These workshops comprise a mixture of content delivery, discussion in class and break-out into group sessions.

The group work and group report are based on a real-life reputation project with a participating organisation. Participating organisations are identified and projects scoped by Henley tutors and can incorporate organisations in the UK and overseas.

Contact hours:
  Autumn Spring Summer
Practicals classes and workshops 21
Guided independent study 79
Total hours by term 100.00
Total hours for module 100.00

Summative Assessment Methods:
Method Percentage
Report 100

Other information on summative assessment:

Formative assessment methods:
Opportunities to improve through feedback from workshop tutors.

Penalties for late submission:

These are in accordance with the mode of study arrangements laid out in the Programme Specifications.
Penalties for late submission on this module are in accordance with the University policy. Please refer to page 5 of the Postgraduate Guide to Assessment for further information:

Length of examination:

Requirements for a pass:
Assignments: 50%

Reassessment arrangements:
These are in accordance with the arrangements for resubmission laid out in the Programme Specifications.

Additional Costs (specified where applicable):
1) Required text books:
2) Specialist equipment or materials:
3) Specialist clothing, footwear or headgear:
4) Printing and binding:
5) Computers and devices with a particular specification:
6) Travel, accommodation and subsistence:

Last updated: 21 December 2016

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