Managing Corporate Reputation Sarah Williams Senior Examiner December 2013 / March 2014 Assignment Brief

Presentation title Managing Corporate Reputation -You are required to complete the Core Task, worth 60%, plus One Elective, worth 40% -Preparatory work: -Base both of your responses on ONE organisation of your choice; -Do not repeat company information in Core and Elective Tasks; -Repetition of core information will not attract additional marks. -Provide a brief background to the organisation, its customer base and product(s)/service(s) range; two sides of A4 maximum; no marks will be allocated for this.

Presentation title Compulsory Core Section - Task One (60%) Developing a Corporate Reputation Strategy: Report (2,500 words) -Conduct an investigation into your organisation’s reputation and recommend a strategy to take the company forward. -Prepare a report for your CEO which covers the following areas: 1.Critically evaluate the concept of corporate reputation, the importance and significance of managing that reputation, and consider the implications of failing to manage reputation. 2.Critically evaluate your selected organisation’s corporate reputation and analyse the extent to which it manages its reputation, in order to achieve its corporate objectives, taking into consideration the needs of various stakeholder groups. 3.Recommend, with justification, a corporate reputation strategy for the organisation which will strengthen and protect its position in a competitive marketplace; including recommendations for both online and offline management of reputation and a consideration of the political and financial consequences of implementing these recommendations.

Presentation title Compulsory Core Section - Task One (60%) -Allocation of Marks: 1.Critical evaluation of the concept – 10 marks In this section you should evaluate key reputational concepts, it is not enough to describe them, you must also consider their relevance and importance; consider also the possible repercussions of not managing reputation. 2.Critical evaluation of the selected organisation’s reputation – 14 marks Relate your evaluation of reputational concepts to your chosen organisation, and analyse its corporate reputation activities. 3.Recommendations, with justification – 18 marks Devise a corporate reputation strategy appropriate to your organisation and its stakeholders; include both offline and online activities; include political and financial consequences of your recommendations.

Presentation title Compulsory Core Section - Task One (60%) -Allocation of Marks continued: 4.Application and evaluation of relevant conceptual and theoretical frameworks – 12 marks You must demonstrate an ability to select the most appropriate concepts and models to make your case. 5.Format and presentation – 6 marks Relevance; professional tone; required format; appropriate use of examples; Harvard referencing.

Presentation title Elective Section – Task Two Brief Report (40%) Involving Corporate Social Responsibility (CSR) To what extent could or should the organisation include corporate social responsibility in its corporate reputation strategy? -Your CEO has asked you to consider the above question and write a brief report (1,500 words max.), in which you should: -critically evaluate the concept of corporate social responsibility, taking into account the arguments of critics of corporate social responsibility, as well as its advocates. -critically assess the actual or potential contribution of corporate social responsibility to the selected organisation’s current reputation. -recommend, with justification, an outline strategy to improve the organisation’s use of corporate social responsibility which will support the corporate reputation strategy you recommended in the core task.

Presentation title Elective Section – Task Two Brief Report (40%) -Allocation of Marks: 1.Critical evaluation of the concept of corporate social responsibility – 6 marks In this section you should evaluate key CSR concepts, it is not enough to describe them, you must also consider all viewpoints. 2.Critical assessment of the actual or potential contribution of corporate social responsibility – 10 marks Relate your evaluation of CSR concepts to your chosen organisation’s current reputation. 3.Recommendations, with justification, of an outline strategy – 12 marks Devise a strategy to improve the organisation’s use of corporate social responsibility which will support the corporate reputation strategy recommended in the core task; do not repeat previous work.

Presentation title Elective Section – Task Two Brief Report (40%) -Allocation of Marks continued: 4.Application and evaluation of relevant conceptual and theoretical frameworks – 8 marks You must demonstrate an ability to select the most appropriate concepts and models to make your case. 5.Format and presentation – 4 marks Relevance; professional tone; required format; appropriate use of examples; Harvard referencing.

Presentation title Elective Section – Task Three Brief Report (40%) Enhancing Internal Communications (IC) -Your CEO has asked you to consider how the organisation can enhance its internal communication practices to ensure its corporate reputation strategy is fully understood and implemented by employees. -Produce a brief report (1,500 words max.), in which you should: Critically evaluate the concept of internal communication and its influence on external reputation. Critically assess the organisation’s current internal communication practices, in light of the organisational culture, and their contribution to its reputation. Recommend, with justification, an outline strategy which the organisation can use to enhance its internal communication and to support and more fully implement the corporate reputation strategy you recommended in the core task.

Presentation title Elective Section – Task Three Brief Report (40%) -Allocation of Marks: 1.Critical evaluation of the concept of internal communications (IC) – 6 marks In this section you should evaluate key internal communications concepts, it is not enough to describe them, you must its influence on external reputation. 2.Critical assessment of the actual or potential contribution of internal communications – 10 marks Relate your evaluation of IC concepts to your chosen organisation. 3.Recommendations, with justification, of an outline strategy – 12 marks Devise a strategy to improve the organisation’s use of internal communications which will support the corporate reputation strategy recommended in the core task; do not repeat previous work.

Presentation title Elective Section – Task Three Brief Report (40%) -Allocation of Marks continued: 4.Application and evaluation of relevant conceptual and theoretical frameworks – 8 marks You must demonstrate an ability to select the most appropriate concepts and models to make your case. 5.Format and presentation – 4 marks Relevance; professional tone; required format; appropriate use of examples; Harvard referencing.

Presentation title Post-Graduate Level Work – hints and tips -Avoid repeating case material. -Avoid repetition of key ideas and models across both submissions. -Avoid description, rather you should consider how the model, concept or framework might help ; consider what insights, if any, using these concepts might offer; evaluate the usefulness and/ or limitations of the models/ theories you present. -Think strategically and consider the broader implications of any recommendations you make.

Presentation title Post-Graduate Level Work – hints and tips -Avoid superficial and limited conclusions, instead provide evidence for your argument backed up with deep analysis. -Read widely in the topic area before putting pen to paper; always read beyond the core texts. -Show appreciation of wider contemporary issues in marketing and consider what impact, if any, they might have. -Present your work clearly and professionally, using accepted academic referencing styles. -Always attempt both sections of the assessment.

Presentation title GOOD LUCK!