MQM2BRR-Board Reputation, Responsibility and Public Relations

Module Provider: Marketing and Reputation
Number of credits: 20 [10 ECTS credits]
Terms in which taught: Autumn / Spring / Summer module
Non-modular pre-requisites:
Modules excluded:
Current from: 2021/2

Module Convenor: Prof Nada Kakabadse

Type of module:

Summary module description:

This module introduces considerations of reputation and responsibility at the board level and their importance for governance execution and organisational sustainability. Included is an understanding of how to bettle handle public relations, how to build board reputation both externally and with internal stakeholders.

What is?required?to build?board?and organisation identity? It takes effort to build good?reputation, which?can be lost?through?one crisis/issue. Students will further consider board?responsibilities and how to demonstrate?the?effective?meeting of expectations as board members.?This?module will?further?include how to better engage with?the?press, media, online and other public?communications at?board level?in?order?to build?a?stronger reputation, along?with?how to handle?reputational risk and crisis issues.?Students will consider?how?boards?should?prioritise?broader social and environmental issues and?communications?concerning?firm purpose.?Attention?will also concentrate on?the nature and practice of lobbying and?networking and how?these impact?the?organisation’s?policy?adoption?and charitable relations.?Students will benefit from a broader and holistic understanding of?reputation and responsibility as critical to boards delivering?value.? 


The aim of this module is to examine reputation, responsibility and public relations?as?elements of?the?board’s?stewardship?responsibilities towards?the organisation.? 

Assessable learning outcomes:

By the end of the?module,?it is expected that the students?will be able to:?? 

  • Analyse the reputation and responsibilities of board members;?and how to?align?these?at the?level?of the?board?and organisation?in order?to?promote?a cohesive identity? 

  • diagnose board reputation influences internally (management) and externally (market)?? 

  • effectively pursue?engagement in?order to realise?improved public relations from the board?to?stakeholders.? 

Additional outcomes:

  • Understand?how?to prioritise and action broader reputational responsibilities?through board?practices?? 

  • Understand how to fully engage the board?across?its range of relations with stakeholders.?? 

Outline content:

This module provides a holistic overview of board level considerations of organisational reputation and responsibility. This includes?un?understanding?of?organisational identity, image?and values and embedding these at board level. Students will benefit from?appreciating?reputation and responsibility?in terms of?risk and opportunity through?the exercise of?relational?governance?and its impact on strategic outcomes.?Further?benefit?will be gain?from considering internal and exte rnal perceptions?in terms of handling?public relations at board level. The module will benefit?students through?their adopting?a?holistic understanding of reputation, responsibility and public?relations.? 

This module is designed to?accommodate?multiple delivery points.? 


The module will be taught by academic staff, reflective of their specialism. The lectures will include:? 

  • Power-Point?presentations? 

  • Interactive?Q&A? 

  • Individual and/or group?exercises? 

  • Work-based and active learning?opportunities? 

  • The use of case?studies, combining?theory and practice to support facilitated learning? 


Global context:

Private, Public and Third sector boards,?international?practices and?governance?adoption at the various levels?of the?organisation.?

Brief description of teaching and learning methods:

The module will be taught by?academics with?practitioner?experience, reflective of their specialism. The lecture/workshop will include: PowerPoint presentations; Interactive Q&A; Case studies and exercises that combine theory and practice to support facilitated learning. T&L approaches and?activities will cater to individual needs by including wide-ranging?questions as part of?a?scaffolding, moving progressively towards more active learning for confident learners. Each stude nt will also have?the?opportunity to contribute to their own diary as part of the learning experience.? 

Contact hours:
  Autumn Spring Summer
Lectures 20
Guided independent study:      
    Wider reading (independent) 40
    Wider reading (directed) 20
    Peer assisted learning 10
    Advance preparation for classes 10
    Preparation of practical report 15
    Group study tasks 40
    Essay preparation 40
    Reflection 5
Total hours by term 200 0 0
Total hours for module 200

Summative Assessment Methods:
Method Percentage
Written assignment including essay 60
Report 40

Summative assessment- Examinations:


Summative assessment- Coursework and in-class tests:

Individual written assignment  3000
Group case-study analysis report  1200


Submission dates are in accordance with the programme schedule

Formative assessment methods:

Engagement with class activities; interactive Q&A. 

Penalties for late submission:

Penalties for late submission on this module are in accordance with the University policy 

Assessment requirements for a pass:

A mark of 50% for each element

Reassessment arrangements:

One resubmission of any element with a mark below 50% 

Additional Costs (specified where applicable):


Last updated: 8 April 2021


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