1. Managing Corporate Reputation Assignment briefing – Dec 2012 & March 2013
Dr Jane Tonge
Senior Examiner
Chartered Postgraduate Diploma in Marketing

2. Session Outline Introduction and Welcome.
Marking Scheme and Grade Descriptors.
Command Words and Word Count.
Review of the Tasks – core and electives.
SPEAK framework.
How to Avoid Common Errors and Gain Marks.
Concluding Comments.

3. Introduction and Welcome
Assignment to be submitted December 2012 and March 2013.
Expectations regarding candidate submission for each Task.
Outline of the Performance Requirements for each Task.
Use of the Reputational SPEAK framework.

4. Mark Scheme
Mark schemes are included with the assignment brief so that you can see where marks will be allocated.
This will help you structure your work accordingly.
Check that the structure of your answer in terms of the depth of its content and word length is appropriate to the number of marks awarded for each section.
For example, do not provide brief answers on sections worth considerable marks, but then provide numerous pages on sections worth only a small number of marks.

5. Grade Descriptors
The marks are allocated across the skills outlined below which are appropriate at Chartered Postgraduate level:
Concept – 15%
Application – 30%
Evaluation – 45%
Presentation – 10%

6. Grade Descriptors – more detail...
Concept
Describe relevant concepts, theories and frameworks in your response.
Critique these – look at their strengths/weaknesses.
Compare and contrast different authors’ views.
Application
Apply theories to real life practice.
To what extent can they be found in your organisation?

7. Grade Descriptors – more detail...
Evaluation
Assess the value/worth here.
Do not just describe – provide judgements and evaluations e.g. look at advantages/disadvantages.
Weigh up alternatives to support your conclusions.
Presentation
Clear structure which answers each part of the question.
Appropriate format, clear headings, introductions, conclusions, Harvard referencing.

8. Command Words & Word Count
Observe command words in questions.
Visit: for a description of command words at postgraduate level.
Word count – consider how many words different sections may require. Use the command word as a guide.
e.g.
‘Identify’ may require briefer sections.
‘Critically evaluate’ requires more words offering your judgements and evaluations.

9. Review of Core Task 1 (60%) ‘Diagnosing Corporate Reputation’ - Report
Demonstrate that you understand the arguments and debate relating to the measurement of corporate reputation, its importance and to what extent it might be achieved. Reference to different views within the literature is required.
Knowledge of concepts
Demonstrate that you understand the range of tools that can be used to measure corporate reputation. Consider the elements that make up different measurement tools, and their applications.
Knowledge of concepts and evaluation

10. Review of Core Task 1 (60%) ‘Diagnosing Corporate Reputation’ - Report
Conduct a reputational audit of the organisation. Select, justify and apply one or more measurement tools to diagnose the organisation’s current reputational status and identify opportunities for improvements.
Application
Provide strategic recommendations of how the organisation can improve its corporate reputation, based on the audit findings. Provide reasons to underpin your advice, with supporting evidence and examples.
Evaluation and application

11. Choosing the Elective Task
Answer one Elective Task from a choice of three.
Use the same organisation as in Task One or a different one.
Choose the organisation carefully. Make sure it will enable you to complete the requirements of the task.
Put equal effort into the Elective as for Task One. Marks awarded will make a significant difference to the final grade.
If using the same organisation as in Task One, do not repeat the same material in your Elective answer – this is a different question and requires a different response.

12. Review of Elective Task 2 (40%) ‘The Impact of Corporate Culture’ - Article
Demonstrate that you understand what corporate culture is...conceptually. This requires reading, and an evaluation, not a description, of the concept and characteristics of corporate culture and its impact on corporate reputation.
Knowledge of concepts
Demonstrate that you understand what corporate culture is through application with the organisation. Consider the current nature and management of corporate culture within the chosen organisation.
Knowledge of concepts and application

13. Review of Elective Task 2 (40%) ‘The Impact of Corporate Culture’ - Article
Provide strategic recommendations about how the organisation could improve its corporate culture and thus enhance its corporate communication activity. Provide reasons to underpin your advice, with supporting evidence and examples.
Evaluation and application

14. Review of Elective Task 3 (40%) ‘Creating Ambassadors for the Corporate Brand’ - White Paper
Demonstrate that you understand the dimensions and characteristics of both internal marketing and corporate branding, and how they relate to building corporate reputation. Consider the benefits that employees can bring to the corporate brand.
Knowledge of concepts and evaluation
Demonstrate that you understand what internal marketing is through application with the organisation. To what extent do the organisation’s employees currently act as ‘ambassadors’ or ‘champions’ of the corporate brand?
Knowledge of concepts and application

15. Review of Elective Task 3 (40%) ‘Creating Ambassadors for the Corporate Brand’ - White Paper
Provide recommendations about internal marketing strategies and practices the organisation could use to create or enhance its employees’ role as ambassadors of the corporate brand, and so better manage its overall corporate reputation. Provide reasons to underpin your advice, with supporting evidence and examples.
Evaluation and application

16. Review of Elective Task 4 (40%) ‘Investing in Corporate Communication’ – Case Study
Demonstrate that you understand corporate communication methods. Consider the debates or arguments regarding these methods, and how they can be used to enhance reputation.
Knowledge of concepts
Demonstrate that you understand corporate communication methods through application with the organisation. Consider the reasons why it uses corporate communications and what it aims to achieve here.
Knowledge of concepts and application

17. Review of Elective Task 4 (40%) ‘Investing in Corporate Communication’ – Case Study
Demonstrate that you understand specific corporate communication tools e.g. corporate advertising, public relations and sponsorship. How does the organisation use these, in what combination and why? What does it aim to communicate with stakeholders using these tools?
Evaluation and application
Provide strategic recommendations about which tool requires more attention from the organisation. How could it be improved with more investment from the marketing budget? Give reasons for your advice, with evidence and examples.

18. SPEAK framework
It is critically important that each response should be framed within the Reputational SPEAK framework and demonstrate:
S…..a strategic orientation
P…..a professional approach to the presentation
E…..evaluative skills
A…..the application of knowledge to the organization
K…..uses relevant knowledge to answer the question

19. Avoid Common Errors and Gain Marks
Candidates often fail to produce a response at a Postgraduate level. To avoid making common errors and losing valuable marks, follow these recommendations:
Prepare a professional report.
Read the questions carefully and the guidance notes.
Ensure the structure of your report follows the structure of the question it is answering.
Provide a full answer for each section.
Provide an introduction and a conclusion for each Task.

20. Avoid Common Errors and Gain Marks cont.
Read widely on the topic area to understand it fully.
Consider theory/concepts in both the Core and Elective task.
Remember to apply theory to practice.
Use examples from practice to illustrate your points.
Provide recommendations at a strategic level.
Include the political and financial implications if required.
Use Harvard referencing – visit the CIM Learning Zone.
Separate reference list for each Task. Include all references.

21. Concluding Comments
This assignment requires candidates to think about corporate reputation at a strategic level within a chosen organization.
At all times, you should be thinking about a range of stakeholders (not just customers). Think about how corporate reputation is created and developed, and the different elements that can contribute to this. Then consider how far this is being achieved within the organization you choose to focus on, and where you can recommend improvements that will enhance corporate reputation.

22. CIM Learning Zone
For further advice on assignment briefs, choosing the organisation, formats, command words, preparing and planning your assignment, and referencing - including a guide to using Harvard - go to:
Look under ‘Assessments’ and read the ‘Hints and Tips for Writing Assignments’.