Course ID: | MGMT 7430. 3 hours. |
Course Title: | Corporate Reputation and Crisis Management |
Course Description: | This course helps managers understand the challenges of managing
corporate reputation during an organizational crisis. Emphasis is
placed on the trade-offs associated with managing multiple
reputations, different crisis response strategies, and their
varying effects on public perceptions. |
Oasis Title: | Corp Reputation and Crisis Mgt |
Duplicate Credit: | Not open to students with credit in MGMT 7430E |
Semester Course Offered: | Offered spring semester every year. |
Grading System: | A-F (Traditional) |
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Course Objectives: | 1. To understand crisis types and how they affect corporate
reputation
2. To understand crisis strategies and how they affect corporate
reputation
3. To understand how corporate reputation affects crisis
perceptions and firm strategies
4. To understand contingent factors of crisis and reputation
management
Learning Outcomes
•How to engage in ongoing activities that will strengthen and
reinforce an organization’s reputation.
•How to engage in tactics that will reduce the negativity of
stakeholders’ reactions to reputation-damaging occurrences.
•How to effectively respond to crises and avoid allowing crises
to significantly damage an organization’s reputation. |
Topical Outline: | Key Topics
•Reputation is a perceptual asset. It matters what stakeholders
think about a company.
•Corporate reputation can serve as a benefit and a burden to a
firm. Knowing how to manage it is a challenge in a crisis.
•A firm’s multiple reputations may complement or compete with
each other. Managing multiple reputations can be a challenge in
a crisis.
•Effective crisis management focuses on reputation as an
outcome and antecedent.
•Crises are complex events that involve multiple stakeholders
and multiple responses that may be difficult to provide.
•There are two competing goals of crisis management: minimizing
losses and mobilizing resources. It’s difficult to do both
simultaneously. There are trade-offs for each.
Key Questions
•Why is my organization’s reputation important to its current
and future success?
•How can I better manage my organization’s reputation on an
ongoing basis?
•How damaging can a crisis be to my organization?
•Are there different tactics that may influence the
effectiveness of how I can better respond to an organizational
crisis? |