CORPORATE REPUTATION MANAGEMENT PROGRAMME COURSE DESCRIPTION

Code	Name of the Course Unit	Semester	In-Class Hours (T+P)	Credit	ECTS Credit
HIT340	CORPORATE REPUTATION MANAGEMENT	5	3	3	5

GENERAL INFORMATION
Language of Instruction :	Turkish
Level of the Course Unit :	BACHELOR'S DEGREE, TYY: + 6.Level, EQF-LLL: 6.Level, QF-EHEA: First Cycle
Type of the Course :	Elective
Mode of Delivery of the Course Unit	-
Coordinator of the Course Unit	Assoc.Prof. SARP BAĞCAN
Instructor(s) of the Course Unit	Assist.Prof. İLKNUR GÜMÜŞ
Course Prerequisite	No

OBJECTIVES AND CONTENTS
Objectives of the Course Unit:	This course aims to introduce the general concepts of reputation and the process of formation of reputation, and to evaluate the steps that the student should follow in the process of measuring the reputation.
Contents of the Course Unit:	Contents of the course include the subjects as in definition of reputation, describing the conceptual framework of reputation, definition of corporate reputation concept, establishment of a link between corporate reputation and social responsibility, interpret the relationship between crisis and reputation, measuring the effects of elements such as corporate identity, corporate image, service quality, product quality, customer satisfaction, social responsibility, employee satisfaction, customer loyalty on reputation.

KEY LEARNING OUTCOMES OF THE COURSE UNIT (On successful completion of this course unit, students/learners will or will be able to)
List at least 3 of the components of corporate reputation
List institutions in a sector after rating by using elements of corporate reputation
Summarize at least 4 definitions of corporate reputation
Analyze the link between crisis communication and social responsibility correctly through case studies
Analyze the reputation of an institution by using elements of corporate reputation
Evaluate the mistakes made by the institutions with negative reputation by using the elements of corporate reputation

WEEKLY COURSE CONTENTS AND STUDY MATERIALS FOR PRELIMINARY & FURTHER STUDY
Week	Preparatory	Topics(Subjects)	Method
1	Reading the related subject in the coursebook	Communication Concept and Trust Relationship	Lecture & Question and Answer
2	Reading the related subject in the coursebook	Trust Concept and Importance of it for Institutions	Lecture & Question and Answer
3	Reading the related subject in the coursebook	Factors for Providing Confidence	Lecture & Question and Answer
4	Reading the related subject in the coursebook	Corporate Climate Concept	Lecture & Question and Answer
5	Reading the related subject in the coursebook	Elements for Corporate Reputation Building	Lecture & Question and Answer
6	Reading the related subject in the coursebook	Corporate Image Concept	Lecture & Question and Answer
7	Reading the related subject in the coursebook	Importance of Stakeholders in Corporate Reputation	Lecture & Question and Answer
8	-	MID-TERM EXAM	-
9	Reading the related subject in the coursebook	Relations Between Reputation Management and Corporate Communication	Lecture & Question and Answer
10	Reading the related subject in the coursebook	Effects of Globalization on Reputation	Lecture & Question and Answer
11	Reading the related subject in the coursebook	Traditional Mass Media and Reputation Management	Lecture & Question and Answer
12	Reading the related subject in the coursebook	New Media and Reputation Management	Lecture & Question and Answer
13	Reading the related subject in the coursebook, Practice on Samples	Analysing Reputation Building over Samples	Lecture & Question and Answer & Case Study
14	-	Presentation Homework	-
15	-	Presentation Homework	-
16	-	FINAL EXAM	-
17	-	FINAL EXAM	-

SOURCE MATERIALS & RECOMMENDED READING
Cakirkaya, M. (2017). Itibar Yonetimi. Konya: Egitim Publications
Ozdemir Cakir, H. (2016). Sosyal Medyada Kurumsal Itibar Yonetimi. Istanbul: Kriter Publications
Sumer, H. ve Pernsteiner, H. (2014). Itibar Yonetimi. Istanbul: Beta Publications
Şakar, A. N. (2011). Kurumsal Itibar ve Paradigmalar. Istanbul: Beta Publications
Gotsi, M., & Wilson, A. (2001). Corporate reputation management: “living the brand”. Management Decision, 39(2): 99-104.
Nakra, P. (2000). Corporate reputation management:" CRM" with a strategic twist?. Public Relations Quarterly, 45(2): 35-42.
Gray, E. R. ve Balmer, J. M. (1998). Managing corporate image and corporate reputation. Long range planning, 31(5): 695-702.
Roper, S. ve Fill, C. (2012). Corporate reputation: brand and communication. Harlow: Pearson.

ASSESSMENT
Assessment & Grading of In-Term Activities	Number of Activities	Degree of Contribution (%)	Description

Level of Contribution
0	1	2	3	4	5

KNOWLEDGE
Theoretical
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Describe basic communication theories with the knowledge gained in public relations and publicity.				3
2	List the main features of communication in items.				3
3	Interpret the basic characteristics of communication and create a creative solution to ensure reconciliation in an existing communication problem.				3

KNOWLEDGE
Factual
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Use the basic information in the field of Public Relations and Publicity in interdisciplinary studies.					4
2	Evaluate the knowledge related to social and natural sciences and produce projects in professional life.		1
3	Tell the basic concepts of public relations and advertising in detail.			2

SKILLS
Cognitive
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Analyze and evaluate social events at national and international level in the light of current debates.	0
2	Use the leadership, communication and presentation skills in occupational events.			2

SKILLS
Practical
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Follow the innovations in the field of communication and important written and oral communication tools related to the field.			2
2	Write press releases for the purpose of introducing the institution he/she works at or owns.						5
3	Create communication programs within the public relations and advertising campaign.						5

OCCUPATIONAL
Autonomy & Responsibility
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Use published domestic and foreign data sources related to public relations and advertising in the field of communication and communication area in his / her own works such as articles and projects.						5

OCCUPATIONAL
Learning to Learn
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Evaluate the planning processes of past communication programs, public relations and advertising practices.						5

OCCUPATIONAL
Communication & Social
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Use communication techniques in the right place, environment and time.				3

OCCUPATIONAL
Occupational and/or Vocational
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Plan communication programs in the awareness of ethical values in the professional work.						5

WORKLOAD & ECTS CREDITS OF THE COURSE UNIT
Workload for Learning & Teaching Activities
Type of the Learning Activites	Learning Activities (# of week)	Duration (hours, h)	Workload (h)
Lecture & In-Class Activities	14	3	42
Preliminary & Further Study	14	3	42
Land Surveying	0	0	0
Group Work	0	0	0
Laboratory	0	0	0
Reading	13	2	26
Assignment (Homework)	1	6	6
Project Work	0	0	0
Seminar	0	0	0
Internship	0	0	0
Technical Visit	0	0	0
Web Based Learning	0	0	0
Implementation/Application/Practice	0	0	0
Practice at a workplace	0	0	0
Occupational Activity	0	0	0
Social Activity	0	0	0
Thesis Work	0	0	0
Field Study	0	0	0
Report Writing	0	0	0
Final Exam	1	1	1
Preparation for the Final Exam	1	5	5
Mid-Term Exam	1	1	1
Preparation for the Mid-Term Exam	1	4	4
Short Exam	0	0	0
Preparation for the Short Exam	0	0	0
TOTAL	46	0	127