MKT42420 Leading Corporate Reputation

Academic Year 2023/2024

This course is designed to equip participants with a thorough knowledge of corporate reputation and to understand their role as a marketing practitioner in leading and managing reputation for company brands and organisations.


The course will be a highly interactive and participative programme. It will feature leading practitioners in communications and management, exploring and debating real issues being experienced in the business and social community. These challenges create opportunities for managers to take on these challenges and provide real leadership.


The course will develop your knowledge and understanding of Corporate Reputation. It is based on the premise that the company's reputation is the most fundamental asset a company has and that all of its activities, internally and externally, can effect the company's reputation.


A good reputation will drive strong competitiveness and financial performance so should be at the heart of strategy and management. It will explore the subtle differences across a variety of industry and public sectors, the key external and internal drivers, the impact of global and social change, the impact of the internet, the board room's role, corporate and brand identity, the HR dimensions, the organisation's ecosystem and many other key drivers of reputation. The course will also meet with the media and get their feedback and perspective on a number of issues and case studies.