M36MKT Managing Corporate Reputation

This assignment is designed to assess learning outcomes:

2. Critically evaluate the factors and linkages which impact on corporate reputation and justify the importance of managing the corporate reputation. 
3. Critically analyse the context of branding and assess the methods used to measure corporate brands.

This assignment is an individual assignment.

This assignment requires you to 

1. Select ONE of the following subjects:

• Managing corporate reputation in controversial industries
• Brands and Brand Management under Threat in an Age of Fake News
• Corporate Rebranding

1. Write a relevant literature review for the selected subject and its role in building and managing corporate reputation and corporate brand. You should use only academic articles in that part of your coursework.
2. Critically analyse one or two organisations that has successfully or unsuccessfully managed the issues and challenges related to your subject. In this part of your coursework, you should apply theories, models and frameworks that you have previously reviewed in your literature review.
3. Provide recommendations on how the two selected organizations can manage issues and challenges related to your subject.
4. Provide a list with the references by using CU Harvard style.
5. Use an Appendix for the relevant tables, figures, advertisements etc.
6. The coursework should have the following outline:
   1. Abstract
   2. Introduction
   3. Literature Review
   4. Analysis of the Cases
   5. Conclusion
   6. Recommendations