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: 2020/1

Module Convenor: Prof Nada Kakabadse


Type of module:

Summary module description:

This module aims to introduce considerations of reputation and responsibility at the board level and their importance for governance execution/organisational sustainability. This includes understanding handling better public relations. Students will learn about understanding and building board reputation both externally and as perceived by management.  

What is the board, board members and organisation's identity? It takes effort to build good reputation and it can be lost by one bad crisis/issue. Students will further consider board responsibilities and how to demonstrate effectively the meeting of expectations/duties. This module will include how to better engage with press, media, online and other public relations at board level for stronger reputation, along with reputational risk; and reputational crisis issues. Students will consider that board priorities include broader social and environmental issues and their communications in relation to firm purpose; the nature and practices of lobbying and networking on the board and how these impact organisation, policy and charitable relations as part of wider society will be shared. Students will benefit from a broader and holistic understanding of reputation and responsibility as critical to board value. 


The aim of this module is to examine reputation, responsibility and public relation as board level stewardship influence. 

Assessable learning outcomes:

By the end of the module it is expected that the student will be able to:  

  • Analyse the reputation and responsibilities of board members; board; organisation and align these as identity  

  • Diagnose board reputation influences internally (management) and externally (market)  

  • Manage engagement in/improved public relations from the board level&nb sp;

Additional outcomes:

  • Prioritise and action broader reputational responsibilities in board level practices  

  • Engage the board more fully in its range of relations with stakeholders more collaboratively and effectively 

Outline content:

This module provides a holistic overview of board level considerations of organisational reputation and responsibility. This includes understanding organisational identity and values and embedding these at the board level. Students will benefit from understanding reputation and responsibility as risk and opportunity for governance strategic outcomes through relational development. Students will benefit from considering internal (management) and external perceptions along w ith how to handle public relations at board level. The module will benefit students with a holistic understanding of reputation, responsibility and public relations. 

This module is designed to allow for multiple delivery points. 


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

  • PowerPoi nt presentations 

  • Interactive Q&A 

  • Individual and/or group exercises 

  • Work based and active learning opportunities 

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


Global context:

Private, Public and Third sector boards international governance contexts and at multi-level. 

Brief description of teaching and learning methods:

The module will be taught by external practitioners, 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 exercises will cater to individual needs by including wide ability range questions as part of scaffolding, moving progressively towards more active learning for confident learners. Each student will also have 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: 4 April 2020


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