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CIB-H16
MBA (HRM) 2016-18 : Term-IV

CORPORTAE IMAGE BUILDING

COURSE OUTLINE

Credits3.0
FacultyFr. A.C. Jesurajan, S.J.
ProgramMBA (HRM)-II Class 2016-2018
Academic Year and Term2017-18, Term-IV


1. Course Description

It is a systematic and scientific enquiry into one of the most critical aspects of an organization, viz., its corporate image. The components involved in this complex process will be identified and studied in a detailed manner.

2. Students learning outcomes

At the end of the course, it is expected that all the students would have gained in the following areas:

· Their awareness and understanding of the leading organizations, at home and abroad;
· Their ability to logically investigate into an area and come up with an inquiry
· Their skills in making presentations
· Their confidence in facing an audience and assertively discussing with it contrary views

3. Required text books and reading materials

A specially prepared Book of Readings, containing excerpts from standard text books and articles will be given for personal use. An annotated bibliography will be given to encourage further reading into the topics.


4. Session plan

Module 01 Content and scope of the course
Session 01 Definition of the key concepts used in the course
Session 02 Understanding the presentations as persuasive communications

Module 02 Corporate personnel and their contribution to developing an image
Session 03 a case presentation confirming the statement
Session 04 a case presentation confirming the statement

Module 03 Corporate advertising contributing to the development of its image
Session 05 a case presentation confirming the above statement
Session 06 a case presentation confirming the above statement
Session 07 a case presentation confirming the above statement

Module 04 Corporate Public Relations contributing to its image
Session 08 a case presentation confirming the above claim
Session 09 a case presentation confirming the above claim
Session 10 a case presentation confirming the above claim
Module 05 Control of corporate rumors affecting its image
Session 11 a case presentation successfully controlling rumors
Session 12 a case presentation successfully controlling rumors
Session 13 a case presentation successfully controlling rumors

Module 06 Dealing with corporate stereotypes in an organization
Session 14 a case presentation of an organization dealing with stereotypes
Session 15 a case presentation of an organization dealing with stereotypes
Session 16 a case presentation of an organization dealing with stereotypes

Module 07 Battling with corporate propaganda to maintain its image
Session 17 a case presentation of an organization battling propaganda
Session 18 a case presentation of an organization battling propaganda

Module 08 Assessing and enhancing the corporate image of an organization
Session 19 action plan for an organization to build up its image
Session 20 action plan for an organization to build up its image

5. Evaluation

Knowledge of the principles and theories involved 15 %
Case presentations and class discussions 25 %
Mid term examination 30 %
End term examination 30 %

6. Academic integrity

Fidelity to the data presented in cases and a strict academic approach to the analysis are expected. Presentations and discussions are expected to be professional. Full attendance and active participation in the discussions are mandatory.
Created By: Bijoy Kar on 03/31/2017 at 12:50 PM
Category: Course Outlines-HRM-II Doctype: Document

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