MNM2G008-Reputation and Responsibility

Module Provider: Marketing and Reputation
Number of credits: 15 [7.5 ECTS credits]
Terms in which taught: Autumn / Spring / Summer module
Non-modular pre-requisites:
Modules excluded:
Current from: 2021/2

Module Convenor: Prof Kevin Money

Module Co-convenor: Dr Anastasiya Saraeva

Type of module:

Summary module description:

The Reputation and Responsibility module explores the identification, development and management of stakeholder relationships critical to organisational performance. It does so through a focus on how reputation, identity and corporate responsibility impact stakeholder support. The module includes a Reputation and Responsibility workshop and Global Immersion Study week. The focus will be upon helping organisations to consider the strengths and weaknesses of their relationships, how they could make evidence-based choices in relation to 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 and accountable manner. By explicitly building on previous modules of the MBA programme, and by engaging with models of Reputation and of Corporate Social Responsibility, Reputation and Responsibility focuses upon the strategic, holistic and integrated nature of management in a complex business environment that considers important issues facing business and society.

The Global Immersion Study week will take place in the South Africa and consist of live consulting projects with the NGO sector. South Africa has one of the most vibrant and successful NGO sectors in the world- dealing with issues, such as reconciliation, empowerment and sustainability, which are increasingly important to business and society around the world. The Global Immersion Study week will offer the opportunity to work closely with an NGO to understand and improve its key stakeholder relationships. MBA groups typically work with senior leaders and boards- and the project offers an opportunity to make a genuine contribution to the practice of organisations dealing with very important social issues. As such the project will embed the group deeply in the workings of the NGO’s and the communities they serve. Building relationships at a deep level is thus embedded into the programme- offering an opportunity for personal reflection through immersion


The module aims to:

  • Develop knowledge and understanding of the holistic nature of strategic reputation 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 challenges that organisations have to deal with and enable a reflection on choices around 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 application of such tools through a range of activities and case-studies

  • Help programme members to apply key principles of corporate responsibility and board effectiveness 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 organisations already have

Assessable learning outcomes:

By the end of the module it is expected that programme members will be able to demonstrate their ability to:

  • Describe the latest academic thinking in the areas of reputation, responsibility and stakeholder management, how it links to the achievement of the longer-term purpose of the organisation and the diagnostic tools and the research process associated with the proactive management of organisational reputation

  • Critically reflect on the curre nt debate around issues of corporate (social) responsibility and sustainability and consider how insights and recommendations relate to management theory and practice

  • Perform a stakeholder analysis to inform strategic planning

  • Judiciously analyse the relevance and appropriateness of relationship and stakeholder theory, reputation management and governance to long term sustainable strategic management

  • Critically reflect on value and values in organi sations and challenge the accepted tools where appropriate as part of the evaluation process

  • Synthesize and integrate information, 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 application of differing methodologies in an integrated manner

  • Identify and discuss the nat ure of organisational relationships, their purpose and their context that impact positively and negatively on the attainment of long-term strategic objectives for the organisation

Additional outcomes:

By the end of the module it is expected that programme members will be able to 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 boards

  • Manage the research process to gather required information and data from a wide group of stakeholders and interpret complex data that can be qualitative and/or quantitative in nature 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:

The key topics covered in all modes of study address the aim of enabling programme members to develop an appreciation and understanding of the following issues:

  • The exploration of the foundation of reputation by focussing on the study of relationships.

  • Principal alternate approaches for the identification and measurement of organisational responsibility.

  • The integration of the study of organisational reputation into the wider co ntext of how business relates to society, issues of social responsibilities and a discussion of what constitutes purposeful governance.

  • An integrative exploration of the management of stakeholder relationships with aid of theory from corporate reputation, responsibility, strategy and governance.

Global context:

The module will draw upon case studies of global reputation and responsibility management both from the perspective of organisations managing reputations and relationships across multiple countries and regions as well as organisations operating in specific cultural contexts and regions. The exploration of values and behaviours in different cultures and the impact that this can have on reputation and global reputation management will be considered.

These aspects will be integrated to inform the Global Immersion Study week will take place in the South Africa and consist of live consulting projects with the NGO sector. South Africa has one of the most vibrant and successful NGO sectors in the world- dealing with issues, such as reconciliation, empowerment and sustainability, which are increasingly important to business and society around the world.

Brief description of teaching and learning methods:

The Global Executive MBA programme has an NGO-based project linked to the Reputation and Responsibility module, which provides the basis for group work and a group assignment. There are also taught workshop sessions and online study materials and readings provided. The module is supported by online materials including key readings from journal articles, books and other sources, along with practice applications. Tutor support is also available online.

Contact hours:
  Autumn Spring Summer
Lectures 10
Practicals classes and workshops 10
Fieldwork 50
Guided independent study:      
    Wider reading (independent) 15
    Wider reading (directed) 15
    Preparation for presentations 5
    Preparation for performance 5
    Preparation of practical report 15
    Group study tasks 10
    Essay preparation 10
Total hours by term 0 0
Total hours for module 150

Summative Assessment Methods:
Method Percentage
Project output other than dissertation 100

Summative assessment- Examinations:

Summative assessment- Coursework and in-class tests:

One 8,000-word group project, to be submitted as per the submission schedule for the cohort

Or (in exceptional circumstances)

One 5,000-word individual assignment (as per Flexi/Levy MDF) should a student not be able to contribute to the group work assignment


Formative assessment methods:

Workshop activities are undertaken to support formative assessment of the learning. These activities are not assessed for the purposes of the final module mark.

This formative assessment takes the form of feedback given to students at workshops on syndicate work, presentations and exercises.

Penalties for late submission:

Standard EMBA - Global programme penalties for late submission are applied. 

Assessment requirements for a pass:

Assignment: the pass mark is 50% 

Reassessment arrangements:

Reassessment by 100% assignment (capped at 50%); following the standard R&R assignment brief for non-EM cohorts; to be submitted within 6 weeks of notification of module failure, date dependent on cohort entry and to be advised by the Programme Administrator.

Additional Costs (specified where applicable):

Travel, accommodation and subsistence: Travel costs to Cape Town and subsistence when there 

Last updated: 13 May 2021


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