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Opleiding: Advanced Reputation Management

Learning purpose

Companies with strong reputations are better able to attract relevant stakeholders like customers, investors or quality employees. Organisations, therefore attach increasingly more importance to building, maintaining and protecting a sustainable corporate reputation. The Advanced Reputation Management (ARM) course provides an overview of recent academic knowledge and best practices about Reputation Management, specifically focusing on topics like:

• What explanations can be found in academic theory about the impact of reputation? What are the consequences in daily practice?
• Can reputation managers be blamed for the deconfiture of the financials in the credit crisis?
• What is Reputation Risk Management?
• What is the relationship between public opinion research, theory and reputation?
• Which methods are available to measure reputation? What are pros and cons of each method? How to transfer reputation research in communication strategy and actions?
• What is the impact of reputation on behavior of employees, financial audiences, governments, customers and recruitement stakeholders?
• What is the impact of advertising and news on reputation?
• How to develop a professional reputation management strategy?

This elective course will be taught by Prof. Dr. Cees B.M. van Riel and four guest speakers:

• Prof. Dr. Jan Kleinnijenhuis, (VU University, Amsterdam) will present research findings about the impact of advertising and news on the reputation of various Dutch companies;
• Frits Spangenberg (Founder of Motivaction) will present an overview of Measurement and Public Opinion Research in daily practice;
• Björn Edlund will will present his experiences in Reputations Management from ABB to Shell;
• Frank Janssen will present Reputation Management at Van Gansewinkel.

Focus point of the ARM course is mastering knowledge and skills in developing a professional reputation management strategy and an action plan that will impact business performance positively.

 

Target audience

This course is designed for communication professionals and senior managers from business and (non-)governmental organizations.

• A minimum of three years working experience
• A bachelor degree or higher
• Good English skills
• The drive and perseverance to succeed the programme

 

Programme

This course covers all the relevant knowledge, insight, capabilities and tools to build, maintain, and protect corporate reputation.

Day 1 - Academic context

• Theoretical foundations
• Measurement: public opinion research in practice
• Impact of News & Advertising on Reputation

 

Day 2 - Impact on Reputation

• Reputation management experiences from a multinational company
• Developing a professional Reputation Management strategy

 

Day 3

• Reputation Management in practice

 

A combination of lectures, real-life case discussions, workshops, guest lectures and interactive exercises, are used to teach this material in a highly engaging manner.

 

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