Corporate Reputation Management
Summer School of marketing, management, 5 ECTSEconomics, commerce, management and accounting Health care, social services, and care services
|Institution||Aarhus University (AU)|
|Tuition per term (Non-EU/EAA/CH)||850 EUR|
|Tuition per term (EU/EAA/CH)||340 EUR|
In highly competitive markets, organizations have to search for drivers of sustainable competitive advantages. Firms can benefit from physical, organizational and intangible resources to create such competitive advantage. In this regard, both academics and practitioners traditionally examined tangible resources. However, tangible assets have become commodities in many markets. The last two decades were therefore characterized by an increasing interest in intangible assets. According to the resource-based view, organizations with intangible assets that are valuable, rare, non-substitutable and difficult to imitate possess a competitive advantage and thus can expect to achieve favourable stakeholder behaviour and sustained superior performance. In particular, corporate reputation is regarded as one of the most important strategic intangible assets and has attracted considerable interest in research and practice. But what is the “passport to fame”?
The objective of this course is to provide an introduction to corporate reputation management. Students will learn to understand the concept of reputation, its antecedents and consequences, and components of reputation management such as corporate communication and driver analysis. This course covers also more advanced topics such as measurement of reputation and evaluation of reputation’s impact on firm performance. This course also introduces management of reputation risks and crisis life cycle management.
About the DegreeThis is a summer course that counts 5 or 10 ECTS.
- You must be enrolled in a university programme at the time of the AU Summer University
you are applying for admission to AU Summer University courses at the
Master level, you must hold a relevant Bachelor's degree (or as a
minimum 180 ECTS in your study programme
- The application deadline is March 15th
TuitionThe tuition fee varies from course to course. Find the price on the individual course page. Find more information here http://www.au.dk/en/summeruniversity/feesandlivingexpences/
For Further InformationYou can find more information on the programme here www.au.dk/summeruniversity
If you have any questions regarding the programme please write firstname.lastname@example.org
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