MNM2RR-Reputation and Responsibility

Module Provider: Marketing and Reputation
Number of credits: 15 [7.5 ECTS credits]
Level:NA
Terms in which taught:
Pre-requisites:
Non-modular pre-requisites:
Co-requisites:
Modules excluded:
Current from: 2020/1

Email: anastasiya.saraeva@henley.ac.uk

Type of module:

Summary module description:

The Reputation and Responsibility module explores the identification, development and management of reputation, corporate responsibility and stakeholder relationships critical to organisational performance. It focuses upon the strategies and choices in organisational relationships, the values that underpin these choices and the integrative as well as analytical thinking demanded of managers if strategic decisions are to be operationalised in a transparent, purposeful and accountable manner. By explicitly building on previous modules of the MBA programme, Reputation and Responsibility focuses upon the strategic, holistic and integrated nature of management in a complex business environment. 

Aims:

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  Develop knowledge and understanding of the holistic nature of strategic reputation management 

  
  


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  Foster debate and discussion around issues of corporate responsibility and board effectiveness  

  
  


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  Introduce key concepts of how relationships are built and apply the principles and theories to the understanding of successful organisational relationships 

  
  


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  Introduce key concepts of stakeholder management, raise awareness of the complex nature of challenges that organisations have to deal with and enable a reflection on choices around deployment of resources and future strategies in situations where there are conflicting demands 

  
  

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  Expose programme members to a range of tools for the analysis of perceptions related to reputation and illustrate application of such tools through a range of activities and case-studies 

  
  


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  Help programme members to apply key principles of corporate responsibility and board effectiveness to the achievement of long-term performance 

  
  


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  Allow programme members to gain an understanding of what information they need, to make integrative decisions and how they might use frameworks to make the most of the information organisations already have 

  
  

Assessable learning outcomes:

By the end of the module it is expected that programme members will be able to demonstrate their ability to:  

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  Identify and discuss the nature of relationships, their purpose and their context that impact positively and negatively on the attainment of long-term strategic objectives for the organisation 

  
  


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  Describe the latest academic thinking in the areas of reputation management, how it links to the achievement of the longer-term purpose of the organisation and the diagnostic tools and the research process associated with the proactive management of organisational reputation 

  
  


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  Critically reflect on the current debate around issues of corporate responsibility and sustainability and consider how insights and recommendations relate to management theory and practice 

  
  


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  Perform a stakeholder analysis to inform strategic planning 

  
  


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  Judiciously analyse the relevance and appropriateness of relationship and stakeholder theory, reputation management and governance to long term sustainable strategic management 

  
  

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  Critically reflect on value and values in organisations and challenge the accepted tools where appropriate as part of the evaluation process 



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  Synthesize information, evaluate and reflect on alternative theories and concepts evidencing a problem-solving approach and showing an understanding of the implications of recommendations 

  
  


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  Embrace an interdisciplinary approach to the concepts studied and application of differing methodologies in an integrated manner