COMM-673 Reputation Management (3)

Surveys of corporate leaders have found a growing belief in the importance of reputation and its value as a business asset, even a strong belief that a good reputation helps benefit the bottom line by enabling a company to charge higher prices, take advantage of market opportunities, and attract a higher quality of employee. In fact, reputational risk may be the greatest threat to a company’s long-term viability, often eroding value due to financial scandal and mismanagement. Moreover, few companies have a formal structure in place to manage their reputation. This course introduces students to the standard definitions of reputation, reviews the value it holds for companies, and provides an overview of current practices used in reputation management. Crosslist: COMM-473. Grading: A-F only.