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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 Face to face
Coordinator of the Course Unit Assoc.Prof.Dr. ŞÜKRAN GÜZİN ILICAK AYDINALP
Instructor(s) of the Course Unit

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

CONTRIBUTION OF THE COURSE UNIT TO THE PROGRAMME LEARNING OUTCOMES

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
Total Workload of the Course Unit 127
Workload (h) / 25.5 5
ECTS Credits allocated for the Course Unit 5,0