Code | Name of the Course Unit | Semester | In-Class Hours (T+P) | Credit | ECTS Credit |
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HIT340 | CORPORATE REPUTATION MANAGEMENT | 5 | 3 | 3 | 5 |
GENERAL INFORMATION |
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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 |
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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) |
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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 |
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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 |
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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 |
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Assessment & Grading of In-Term Activities | Number of Activities | Degree of Contribution (%) | Description |
Level of Contribution | |||||
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0 | 1 | 2 | 3 | 4 | 5 |
KNOWLEDGE |
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Theoretical |
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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.
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3 | |||||
2 |
List the main features of communication in items.
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3 | |||||
3 |
Interpret the basic characteristics of communication and create a creative solution to ensure reconciliation in an existing communication problem.
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3 |
KNOWLEDGE |
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Factual |
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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.
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4 | |||||
2 |
Evaluate the knowledge related to social and natural sciences and produce projects in professional life.
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1 | |||||
3 |
Tell the basic concepts of public relations and advertising in detail.
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2 |
SKILLS |
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Cognitive |
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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.
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0 | |||||
2 |
Use the leadership, communication and presentation skills in occupational events.
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2 |
SKILLS |
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Practical |
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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.
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2 | |||||
2 |
Write press releases for the purpose of introducing the institution he/she works at or owns.
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5 | |||||
3 |
Create communication programs within the public relations and advertising campaign.
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5 |
OCCUPATIONAL |
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Autonomy & Responsibility |
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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.
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5 |
OCCUPATIONAL |
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Learning to Learn |
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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.
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5 |
OCCUPATIONAL |
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Communication & Social |
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Programme Learning Outcomes | Level of Contribution | ||||||
0 | 1 | 2 | 3 | 4 | 5 | ||
1 |
Use communication techniques in the right place, environment and time.
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3 |
OCCUPATIONAL |
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Occupational and/or Vocational |
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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.
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5 |
WORKLOAD & ECTS CREDITS OF THE COURSE UNIT |
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Workload for Learning & Teaching Activities |
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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 |
Total Workload of the Course Unit | 127 | ||
Workload (h) / 25.5 | 5 | ||
ECTS Credits allocated for the Course Unit | 5,0 |