Corporate identity and image

IIdentity and reputation are an organization’s ultimate assets. Identity gives meaning to an organization’s actions, providing guidance and motivation both internally and externally. Reputation is the asset that allows an organization to have privileged access to resources and benefit from a safety net in case of problems. Technology and globalization have increased business and societal complexity, speed, and disruption. In this extremely dynamic environment, an organization needs to proactively nurture and communicate its identity, cultivate and protect its reputation, and activate measures to handle social judgments. An organization’s identity influences corporate life, particularly its strategic approach. It is at the heart of a corporate brand and a driving force behind an organization’s status, legitimacy, and reputation.

The purpose of this course is to help students understand how and why the management of identity, corporate branding, image, and social judgments (particularly reputation) are important parts of corporate strategy. It aims to provide students with the theoretical and analytical tools necessary for this task.

In presence

This course consists of approximately half lectures and half activities designed to expose participants to close-to-reality thinking and experiences. Students are expected to actively work in groups on assignments (work-out units) both during class sessions and outside of class.

Each student's evaluation will be based on the following criteria:

• Team’s work-out activities: 30% (Individual grades may be penalized for "free-rider" behavior in teams)
• Final Exam: 70%

The course is considered passed if the student achieves an overall sufficient grade, calculated as the weighted average of the components listed above. 
Excellent participation and contribution to discussions in class will be rewarded with up to 0.5 bonus points towards the final grade

To pass the course, the teamwork evaluation needs to be 6 or above and the final exam evaluation needs to be 5 or above. If the final exam is retaken due to a failing grade below 5, a passing grade for the group work will still remain valid.