BUSINESS M740 / Corporate Reputation and Brand Management

3 unit(s)

Prerequisite(s): BUSINESS M650 OR BUSINESS M600 OR enrollment in the Blended Learning Part-time MBA Program.

This course views corporate reputation as the most important asset entrusted by the shareholders and board to the CEO and the management team. This course is taught through a variety of methods: case studies, readings, lectures, group projects, and guest lectures. What you will learn in this course however, has utility not just for the person at the top of the enterprise. Increasingly, general management responsibility is shared and every member of the management team needs to appreciate how their actions contribute to the overall success of the corporation’s reputation and standing. Class time will be comprised primarily of lecture and discussion. Lecturers will be the instructor and a variety of outside experts. Evaluation components include: book review and presentation, a written case analysis, and class participation.