In the last few decades, the reputation of organisations has come under the spotlight. We have arrived in the ‘reputation economy’, where people would buy a product based on the trust and respect they have for the organisation that manufactures the product or renders the service. Today, 39% of purchasing decisions are based on the product/service itself and 61% on perceptions of the company behind the product.

The aim of this course is to provide students with an understanding of the strategic importance of a favourable reputation for a successful business. The measurement of reputation, stakeholder engagement and the role of social media are important elements of the course. Other focus areas include the important role of ESG (environment, society, governance), how to avoid reputational risks and how leaders could build a reputation that will give the organisation a competitive advantage.

Students may miss a maximum of 2 sessions, but will need to submit work done in the missed sessions.

• Class participation, group work in class and short presentations: 10%
• Group exercise and presentation (1): 10%
• Individual assignments (choice of 2 out of 4): 25%
• Group assignment (choice of 1 out of 2): 20%
• Final assessment (examination): 35%