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.
Athena Title
Corp Reputation and Crisis Mgt
Equivalent Courses
Not open to students with credit in MGMT 7430E
Semester Course Offered
Offered spring
Grading System
A - F (Traditional)
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?
Syllabus