MNM2G008: Reputation and Responsibility

Module code: MNM2G008

Module provider: Marketing and Reputation; Henley Business School

Credits: 15

Level: Postgraduate Masters Stage 2

When you'll be taught: Full year

Module convenor: Professor Kevin Money, email: kevin.money@henley.ac.uk

Module co-convenor: Dr Anastasiya Saraeva, email: anastasiya.saraeva@henley.ac.uk

Pre-requisite module(s):

Co-requisite module(s):

Pre-requisite or Co-requisite module(s):

Module(s) excluded:

Placement information: No placement specified

Academic year: 2024/5

Available to visiting students:

Talis reading list:

Last updated: 28 May 2024

Overview

Module aims and purpose

The Reputation and Responsibility module explores the identification, development and management of stakeholder relationships critical to organisational performance. It does so through a focus on how reputation, identity and corporate responsibility impact stakeholder support in the context of ever-changing societal expectations and initiatives, such as the UN Sustainable Living Goals. The module includes a Reputation and Responsibility workshop and Global Immersion Study week. The focus will be upon helping organisations to consider the strengths and weaknesses of their relationships, how they could make evidence-based choices in relation to 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, and by engaging with models of Reputation, Corporate Responsibility and Sustainability, Reputation and Responsibility focuses upon the strategic, holistic and integrated nature of management in a complex business environment that considers important issues facing business and society.

The Global Immersion Study week will take place in the South Africa and consist of live consulting projects with the NGO sector. South Africa has one of the most vibrant and successful NGO sectors in the world- dealing with issues, such as reconciliation, empowerment and sustainability, which are increasingly important to business and society around the world. The Global Immersion Study week will offer the opportunity to work closely with an NGO to understand and improve its key stakeholder relationships. MBA groups typically work with senior leaders and boards- and the project offers an opportunity to make a genuine contribution to the practice of organisations dealing with very important social issues. As such the project will embed the group deeply in the workings of the NGO’s and the communities they serve. Building relationships at a deep level is thus embedded into the programme- offering an opportunity for personal reflection through immersion.

This module aims to:

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

• Foster debate and discussion around issues of corporate responsibility, sustainability and board effectiveness

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

• 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

• 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

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

• 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

Module learning outcomes

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

• 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 

• Evaluate 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 

• 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 as well as embrace an interdisciplinary approach to the concepts studied and application of differing methodologies in an integrated manner

• Perform a stakeholder analysis to inform strategic planning and judiciously analyse the relevance and appropriateness of relationship and stakeholder theory, reputation management and governance to long term sustainable strategic management 

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

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

Additional Outcomes:

• Adopt a problem-solving approach and use a number of analytical models and tools to understand reputational issues 

• Engage in a critical debate regarding corporate responsibility, organisational purpose and value and the role of boards 

• Manage the research process to gather required information and data from a wide group of stakeholders and interpret complex data that can be qualitative and/or quantitative in nature to inform strategic decision making 

• Understand and apply behavioural models to practical scenarios and communicate clearly and confidently their analysis through written reports and a variety of mediums 

• Work autonomously, as well as collaboratively, managing the process of study, prioritising appropriately 

• Reflect on their own understanding and ability to communicate with others in the subject area.  

Module content

The key topics covered in all modes of study address the aim of enabling programme members to develop an appreciation and understanding of the following issues:

• The exploration of the foundation of reputation by focussing on the study of relationships.

• Principal alternate approaches for the identification and measurement of organisational responsibility.

• The integration of the study of organisational reputation into the wider context of how business relates to society, issues of social responsibilities, sustainability and a discussion of what constitutes purposeful governance.  

• An integrative exploration of the management of stakeholder relationships with aid of theory from corporate reputation, responsibility, sustainability, strategy and governance.

Structure

Teaching and learning methods

The Global Executive MBA programme has an NGO-based project linked to the Reputation and Responsibility module, which provides the basis for group work and a group assignment. There will be a 3-day taught workshop session prior to a 6-day immersion visit, that will include NGO visits, stakeholder engagements, group presentations and lectures. There will also be online study materials and readings provided. The module is supported by online materials including key readings from journal articles, books and other sources, along with practice applications. At least 14 hours of scheduled teaching and learning activities will be delivered in person, with the remaining hours for scheduled and self-scheduled teaching and learning activities delivered either in person or online. You will receive further details about how these hours will be delivered before the start of the module.

The module will draw upon case studies of global reputation and responsibility management both from the perspective of organisations managing reputations and relationships across multiple countries and regions as well as organisations operating in specific cultural contexts and regions. The exploration of values and behaviours in different cultures and the impact that this can have on reputation and global reputation management will be considered.

These aspects will be integrated to inform the Global Immersion Study week will take place in the South Africa and consist of live consulting projects with the NGO sector. South Africa has one of the most vibrant and successful NGO sectors in the world- dealing with issues, such as reconciliation, empowerment and sustainability, which are increasingly important to business and society around the world.

Study Abroad - 50 hours as part of Fieldwork. The contact hours are shown for one semester in the table below for illustrative purposes only. The actual timing will vary depending on your cohort start date.

The contact hours are shown for one semester in the table below for illustrative purposes only. The actual timing will vary depending on your cohort start date.

Study hours

At least 12 hours of scheduled teaching and learning activities will be delivered in person, with the remaining hours for scheduled and self-scheduled teaching and learning activities delivered either in person or online. You will receive further details about how these hours will be delivered before the start of the module.

Please note the independent study hours above are notional numbers of hours; each student will approach studying in different ways. We would advise you to reflect on your learning and the number of hours you are allocating to these tasks.

Semester 1 The hours in this column may include hours during the Christmas holiday period.

Semester 2 The hours in this column may include hours during the Easter holiday period.

Summer The hours in this column will take place during the summer holidays and may be at the start and/or end of the module.

Assessment

Requirements for a pass

Summative assessment- Coursework and in-class tests:
One 8,000-word group assignment, to be submitted as per the submission schedule for the cohort.

Or (in exceptional circumstances)
One 5,000-word individual assignment (as per MNM2RR MDF) should a student not be able to contribute to the group work assignment

Additional Costs (specified where applicable):
Travel, accommodation and subsistence: Travel costs to Cape Town and subsistence when there. 

Summative assessment

Penalties for late submission of summative assessment

This module is subject to the Penalties for late submission for Postgraduate Flexible programmes policy, which can be found at:

https://www.reading.ac.uk/cqsd/-/media/project/functions/cqsd/documents/qap/penaltiesforlatesubmissionpgflexible.pdf

The Module Convenor will apply the following penalties to work submitted late:

• where the piece of work is submitted up to one calendar month after the original deadline (or any formally agreed extension to the deadline): 10% of the total marks available for that piece of work will be deducted from the mark; 
• where the piece of work is submitted more than one calendar month after the original deadline (or any formally agreed extension to the deadline): a mark of zero will be recorded.

You are strongly advised to ensure that coursework is submitted by the relevant deadline. You should note that it is advisable to submit work in an unfinished state rather than to fail to submit any work.

Formative assessment

Formative assessment is any task or activity which creates feedback (or feedforward) for you about your learning, but which does not contribute towards your overall module mark.

Workshop activities are undertaken to support formative assessment of the learning. These activities are not assessed for the purposes of the final module mark. This formative assessment takes the form of feedback given to students at workshops on syndicate work, presentations, and exercises.

Reassessment

Additional costs