By ( DR ZUL ) Assoc. Prof. Dr Zulhamri Abdullah (PhD, Cardiff & PDE, Cambridge)

1. HI-MEETING 1 KOC 4201 PENGURUSAN REPUTASI By (DR ZUL) Assoc. Prof. Dr Zulhamri Abdullah (PhD, Cardiff & PDE, Cambridge)

2. LET’S TALK! Step into my office at FBMK Speak/text to me at 0192373973 Log on to www.vodppl.upm.edu.my zulhamri@upm.edu.my Like me at Zulhamri Abdullah

3. SYNOPSIS • This course covers the concepts, development and the factors that affect the practice of corporate reputation management

4. Learning Outcomes • to analysestrategic communication in managing reputation of organisations which is practised by corporations in Malaysia and overseas (C4) • to describe the model of corporate reputation which is practised by corporations in Malaysia and overseas (P2) • to discuss the practise of corporate reputation based on case studies on corporations in Malaysia (A3) • to present the patterns of corporate reputation in group (CT)

5. TEACHING TOPICS • Topic 1 Introduction to reputation management • Globalisation changes and new technologies • The importance of corporate reputation guardian • Topic 2 Factors influencing corporate reputation • The development of corporate reputation • Topic 3 The importance and function of corporate reputation • The importance of corporate reputation • Function of corporate reputation • Topic 4 Differencesbetweenimage, identity and reputation • Definitions of image, identity and reputation • Topic 5 Strategic communication in managing corporate reputation • Developing strategic communication • Implementing strategic communication • Topic 6 Corporate advertising in managing reputation • The importance of reputation through corporate advertising

6. Topic 7 Media relations in managing reputation • The importance of reputation through media relations • Topic 8 Internal communication in managing reputation • The importance of reputation through internal communication • Topic 9 Models of corporateimage, identity and reputation • Characteristics of models of corporateimage, identity and reputation • Theimportance of thismodeloncorporations • Topic 10 Reputation management in the Internet • Integration of websites in managing reputation • Topic 11 Risk reputation managementnational and global issues related to reputation • Developing risk reputation management • Implementing risk reputation management) • Topic 12 Case studies related to corporate reputation • Case studies on reputation of national and global corporations)

7. References • Balmer, J. M. T., & Greyser, S. A. (2003). Revealing the Corporation: Perspectives on Identity, Image, Reputation and Corporate Branding. London: Routledge. • Davies, G., Chun, R. Da Silva, R. V., & Roper, S. (2002). Corporate Reputation and Competitiveness. London: Routledge. • Fombrun, C., & Van Riel, C.B.M. (2004). Fame & Fortune. How Successful Companies Build Winning Reputations. New York: Prentice Hall. • Fombrun, C., & Van Riel, C.B.M. (2006). Essentials of Corporate Communication: Implementing Practices for Effective Reputation Management. London: Routledge. • Zulhamri Abdullah. (2008). International Corporate Communication. (2nd ed.). Kuala Lumpur: Pearson Prentice Hall.

8. How to improve yourself… • READING! READING ! READING • Read a lot – formal (e.g. books, journal articles) and informal (online news, facebook) EVERYDAY • WRITING! WRITING! WRITING! • Write formal (e.g. assignment) and informal (e.g. chat, facebook, twitter) EVERYDAY

9. Penilaian KOC4201PJJ

10. NOTA TAMBAHAN Gaya Penulisan DBP • (sila rujuk Gaya Dewan Edisi Ketiga, Dewan Bahasa dan Pustaka) Gaya Penulisan APA • http://www.wooster.edu/psychology/apa-crib.html

11. TUGASAN 1 (10%) • Movie Review Choices • Review one of the following films. You may watch in groups, but I expect the review to be completed by you independently: • Too Big To Fail • Inside Job • The Big Short • Internship • Enron: The Smartest Guys in the Room • Steve Jobs • Movie Review Format • Part I: Summary - Write a summary of the film and how you think it connects to this class. • Part II: Analysis - Write your analysis, you should include the following: • Film’s importance • Communication concepts addressed in the film • Film’s impact on your opinion of employee engagement. • Due to by Week 5

12. TUGASAN 2 (20%) • Nyatakandefinasiimejkorporat, identitikorporat & reputasikorporat • Huraikanfaktor-faktor yang mempengaruhireputasikorporatsesebuahorganisasi Due by Week 7

13. TUGASAN 3 (30%) Pelajar diminta membuat artikel mengenai pengurusan reputasi. Setiap kumpulan harus memilih SATU organisasi sahaja samada swasta atau awam. Kandungan tugasan 2: Pengenalan Informasi tentang organisasi: latar belakang, produk/perkhidmatan, kejayaan Kepentingan reputasi kepada organisasi tersebut Dimensi-dimensi Model Reputasi (RepTrak Model) Implikasi reputasi terhadap organisasi tersebut Kesimpulan Rujukan Due by Week 10

14. How do we measure REPUTATION? • Reputation Models: • Reptrak • 7 Dimensions & 23 attributes

15. Keterangan Tugasan • Tugasantersebutmestilahdisediakanoleh pelajardanperludiserahkanpadawaktu yang telahditetapkan: • Tugasan 1: Minggu 5 (5 mukasurat) • Tugasan 2: Minggu 7 (10 mukasurat) • Tugasan 3: Mingu 10 (15 mukasurat) • Markahakanditolakbagipenghantarantugasan yang lewat • Tugasan yang dibuatmestilahmengandungisekurang-kurangkannya10bukuteks, artikeljurnaldan/ataurujukan yang berkaitan.

16. DESCRIPTION OF ASSIGNMENTS • GROUP ASSIGNMENT: SMALL GROUP PROJECT/SEMINAR A must have: – Academic writing : technical text – author/year (e.g. journal article); footnotes (optional) - References (APA system/equiv.); the more references you have, the more credible the text you produce. (Sources: journal articles; books etc) - 12 ‘Times’ font; double spacing; A4 paper (refer to Piagam Projek).

17. Example: • In Malaysia and Singapore, communication campaigns have always been aligned with ‘intercultural harmony’ (Sriramesh & Vercic, 2003). • A case study by Cummings and DeSanto (2002) revealed that in the 1960s, the International Public Relations Group of Companies failed to convince their local and national clients in Asia, especially in Japan. • Technical/science text NOT in ‘short form’; ‘bhs pasar’; story/’cerpen’ • Paraphrase the sentences NOT copy

18. ASSIGNMENT MARKING SCHEME Assignments will be assessed based on four key criteria (COPS) as follows: Marking Criteria Marks 1. Content 30 2. Organization 30 3. Presentation 20 4. Style 20 Total: 100%

19. ASSIGNMENT MARKING SCHEME(2) Content Well focused; rigorous arguments/analysis; outstanding knowledge of and use of evidences; relevant supporting academic materials and real world examples; and excellent use of direct quotations. Organization Great mapping strategy guiding the readers; a clear introduction including a thesis statement (main ideas/key points); a main body clearly divided into sections; and excellent use of sub-headings and linking devices. Presentation Clearly presented with attention to detail of the conventions of the title page, bibliography, appendices, & overall layout; excellent referencing system; excelent use of appropriate vocabulary and gramatical structures; and able to demonstrate appropriate length with excellent spelling and punctuation. Style Excellent attention paid to a particular style demonstrated throughout; outstanding insights with high quality and innovation; and overall consistency of the style addressed throughout.

20. EXAMINATION • FINAL EXAM: • OBJECTIVE/SUBJECTIVE • Recall questions; multiple choices; true & false • The question based on understanding, reasoning, application, and synthesis. • General knowledge is strongly needed

21. SEBAB PELAJAR GRED RENDAH / GAGAL • TIDAK MENJAWAB SOALAN TUGASAN DGN BETUL • TIDAK MENJAWAB SOALAN PEPERIKSAAN DGN BETUL • MENJAWAB SAMBIL LEWA DALAM PEPERIKSAAN • TIADA RUJUKAN DALAM TUGASAN • TIADA CITATION DALAM TEKS TUGASAN

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