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Corporate Communications and Reputation Management MSc

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  • Objectives
    We have worked to build a course that is tailored to enhance your ability in the job market. We specifically aim to develop an experience that comprises curriculum content, student interaction and building relationships with members of faculty to equip you with the analytical tools and instruments that will allow you to be at the forefront in the marketplace. Typical areas within organisations and roles that you can aspire to are those related to the strategic management of communications, organisational reputation, public relations or crises management. These skills are applicable in every sector of economic activity, from industry to service organisations, in the private and public sectors.
  • Entry requirements
    Entry requirements: Normally a UK bachelor degree with first or upper second class honours, or the overseas equivalent, in any discipline, is required. When assessing your academic record we take into account your grade average, position in class, references, and the standing of the institution where you studied your qualification. We particularly welcome applications from institutions of high ranking and repute.
  • Academic Title
    Corporate Communications and Reputation Management MSc
  • Course description
    Corporate communications is driven by common sense, but this is not enough. To be a viable profession, it also needs a strong conceptual base for explaining why best practice works, and an evidence base from research. You will learn about cutting edge research from those who are doing it, and to contribute to that research through your own projects.

    The course offers a unique approach to strategic management combining up-to-the minute case studies and practical examples of best practice. As a student you will look at modules ranging from communications and business strategy, communication with employees, customers, government and media as well as specific types of communication. This course has already helped many professionals boost their career.

    The course offers a professional development route for experienced communicators. On completion of the course, graduates will be equipped to play a strategic role in defining and managing a company's relationships with its key stakeholders, and in protecting and promoting corporate reputation. They will typically work in the corporate communications function within a large company or as a change agent within a consultancy firm.

    Module details

    Typical compulsory and optional course units include: Corporate Communications; Corporate Social Responsibility; Corporate Reputation; Design Management and Corporate Communications; Corporate Governance and Financial Reputation; Employee Communication; Crisis Management; Research Methods and Data Analysis; Consumer Behaviour; Services Marketing; Retail Marketing; and Marketing Communications.

    Semester 1 (three core and a choice of one elective – all taught course units are 15 credits)
    • Corporate Communications
    This course unit aims to provide an introduction to corporate communications, covering its
    management context, scope and principal issues, to present an overview of corporate
    communication as an integral part of the business process and to introduce appropriate analytical
    frameworks and prescriptive methods, supported by cases and exercises.
    • Corporate Social Responsibility
    This course unit covers corporate social responsibility and accountability, the link between social
    responsibility and financial performance, social auditing, accounting and reporting, ethics and
    international business. It introduces basic ethical principles relevant to the world of business and
    illustrates the application of ethical principles using a range of case studies.
    • Corporate Reputation
    This course unit looks at corporate reputation from strategic perspectives, sources of reputation,
    protection and promotion of the reputation of the organisation, assessing the reputation. It
    presents a new way of managing the corporate strategy of an organisation, based on managing
    reputation with multiple stakeholders and covers core concepts and measures of reputation
    management (corporate culture, branding, identity, employee training, and corporate values) but,
    most important, uses material developed at Manchester Business School in work with over 30
    organisations since 1998. It provides the opportunity to debate some original thinking with those
    who developed it and who are using it with a range of organisations.
    Choose from either
    • Design Management and Corporate Communications
    This course unit focuses on design management in creative industries. It covers sourcing an
    agency, setting a brief, costing, project management and evaluation, and visual tactility of a
    campaign through practical examples. It also provides a useful overview of the media mix and the
    role of different media for corporate identity management and communications.
    • Corporate Governance and Financial Reputation
    This course unit introduces an overview of key topics in corporate governances for example:
    economic history and competing economic models, Anglo-American versus Continental;
    ownership and institutional structures; CEO remuneration, internal and external corporate
    mechanism. The other half of the module provides practices of financial reporting and
    fundamentals, analysis of corporate governance reports and their relationships with
    accounting and auditing.
    Semester 2 (three core and a choice of one elective)
    • Employee Communications
    This course unit aims to provide an analysis of organisational change processes and the range of
    theories of organisational change, to apply a complexity theory perspective to understanding
    organisational change and to provide an understanding of the role of internal communication in
    implementing an organisation’s change strategy.
    • Crisis Management
    This course unit aims to provide an analysis of proactive and reactive approaches to the
    management of crises, to provide an understanding of the importance of strategic relationships
    with stakeholders in effective issues management and to develop an understanding of the
    complexities of managing the often competing interests of stakeholders in preventing and
    recovering from crises.
    • Research Methods and Data Analysis
    The purpose of this course unit is to prepare you for working on your dissertation. It builds on the
    work carried out in the first semester concerning the theory of research methods by familiarising
    you with approaches and techniques, which you may use in carrying out your dissertation. The
    course unit will show you how to categorise quantitative and qualitative data and choose
    appropriate methods of analysis for the data. It will allow you hands-on experience of analysing
    data and interpreting statistical output and shows how qualitative data from interviews can be
    organised and analysed.
    Choose from either
    • Consumer Behaviour
    The course unit aims to provide you with an understanding of consumer behaviour; to acquaint
    you with the factors which influence consumer behaviour at different stages of the consumption
    process; and to outline the links between consumer behaviour research and marketing theory and
    • Services Marketing
    This course unit considers the development of theories of services marketing. You will gain an
    understanding of key aspects of marketing management and strategy in the services sector to
    include consumer behaviour, elements of the marketing mix, service quality and
    internationalisation. Particular focus will be given to research evidence in industries such as
    financial services, tourism, education and healthcare.
    • Retail Marketing
    The primary focus of this course unit is upon the major issues and strategies of retail
    management. Particular attention is given to the key elements of retail marketing strategies,
    and related aspects of consumer behaviour. The course also seeks to develop a wider
    understanding of the functions of retail systems within the UK and Europe, including an
    appreciation of the crucial role of major retailers within the marketing channel.
    • Marketing Communications
    The course unit aims to provide an understanding of how marketing communications contribute to
    organizational strategy. It covers topics such as how to assess the different elements of the
    communications mix; how to evaluate models of marketing communications and how to examine
    the process of developing a marketing communications strategy.
    • Summer research period
    MSc Dissertation
    During this period you will carry out an original piece of research. You will have a
    supervisor, who will discuss your choice of research project with you and advise and guide you
    through the process. Recent dissertations have covered:
    • Media reputation of biotechnology firms
    • Employer branding
    • Corruptions in international business
    • National identity
    • E-reputation of hotels
    • Managing employee commitment during organisational change

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