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Corporate Reputation Management

Summer School of marketing, management, 5 ECTS
Economics, commerce, management and accounting Health care, social services, and care services

Institution Aarhus University (AU)
Campus Aarhus
Duration 2 weeks
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 Degree

This 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
  • If 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


The tuition fee varies from course to course. Find the price on the individual course page. Find more information here

For Further Information

You can find more information on the programme here
If you have any questions regarding the programme please write

Information from the Danish Agency for Higher Education can be located at 

You will find information about the Danish assessment of foreign qualifications in Guide todiploma recognition 

About the Educational System in general visit the section The Danish Higher Education System


Application date
Mar 15
Start date
Jul 24


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