CIB-H17

CIB-H17
MBA (HRM) 2017-19 : Term-VI

CORPORTAE IMAGE BUILDING
(Cap: 60 Students, on first-come-first-serve basis)

COURSE OUTLINE

Credits	3.0
Faculty	Prof. Sumitra Balakrishnan
Program	MBA (HRM)-II Class 2017-2019
Academic Year and Term	2018-19, Term-VI

1. Course Description
A ‘good’ corporate image is one that the target group of stakeholders can favorably relate to, and can use to form a good impression. Business and corporations can no longer depend on default goodwill from the public. They have to be active watchers, listeners and speakers to deliver the public good and earn goodwill. This takes a careful balance of corporate communications, public relations, advertising, media relations along with tactics for crisis control. Internal stakeholders are equally instrumental in shaping and propagating a corporate’s image. To maintain a positive image internally, it is more than just employee relations, it takes involvement, participation and appreciation of feedback at all levels.
The course aims to understand the components and processes of image building, examine its importance for a business and look at some strategies that contribute towards a sustainable image for a corporate. Prominent cases will contribute towards understanding of the same.

2. Student Learning Outcomes
At the end of the course, students would ideally :
· Identify chief components of a corporate image and factors that affect the same
· Understand the process of building a positive image through communication
· Recognize organizational, communicative and environmental contributors to the process and optimize the same

3. Required Text Books and Reading Material
· G.R. Dowling, Creating Corporate Reputations (Oxford University Press, 2001)- to be confirmed
· Select readings and case handouts will be given in Class where and if necessary

4. Reference Books
a. The Handbook of Communication and Corporate Reputation by Craig E. Carroll (Ed.) Chichester, UK: Wiley-Blackwell, 2013

5. Tentative Session Plan

Session 1	Introduction to concepts (1 session) Corporate image, identity and reputation
Session 2 & 3	Creating a corporate image (2 sessions) · Identity-image interdependence · Aligning identity, image and reputation
Session 4 & 5	Image management for different stakeholder groups (2 sessions)
Session 6 to 11	Building a corporate image - Contributors from the communication mix (6 sessions) · Role of effective PR and media relations · Corporate communication · Corporate advertising and visual communication · Crisis communication o Organizational response and image management o Communication leadership
Session 12 to 14	Factors that may negatively affect corporate image ( 3 sessions) · Rumours and the grapevine · Effects of corporate stereotypes on corporate image · Influences of propaganda and public opinion on corporate image
Session 15 & 16	Managing reputation through communication – how to make it sustainable ( 2 sessions)
Session 17 to 19	Presentations (3 sessions)
Session 20	Feedback and recapitulation

N.B. The order and content of the sessions may be altered in the best interest of the learners

4. Evaluation

Component	Weightage
Quiz Case discussions and presentations Group Project End- term	10 % 30 % 20 % 40 %

5. Academic Integrity
Intellectual honesty and alertness is expected. Insight, critical analysis and ability to think beyond the book will help you in this course!
Students are required to read the recommended book and study material as required before any discussion to aid equal participation.
The faculty will be available for help and guidance online, please check for contact details and respect privacy and other obligations .Personal meetings with the faculty, if required may be arranged after discussion with the faculty and as per mutual convenience.
Created By: Bijoy Kar on 03/31/2017 at 12:50 PM
Category: Course Outlines-HRM-II Doctype: Document

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