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

Knowing You, Knowing Me Academic Professional PhD in Professionalisation of Corporate Communication (CARDIFF,) AMDP in Advanced Management (HARVARD) PDE in Entrepreneurship (CAMBRIDGE) Master of Organizational Communication (UPM) BA in Communication (Public Relations) (UKM) Director, Centre of Entrepreneurial Development & Graduate Marketability (CEM), UPM Deputy Director, Centre of Entrepreneurship Innovation & Student Development, UPM Panel Expert Review, Malaysian Qualification Agency (MQA) President, Cambridge Association of Malaysian Entrepreneurial Consultants (CAME) Member , European Public Relations Education & Research Association, Germany. Member, International Association of Corporate Marketing Studies, United Kingdom

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

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

Learning Outcomes to analyse strategic 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)

TEACHING TOPICS Introduction to reputation management Globalisation changes and new technologies The importance of corporate reputation guardian Factors influencing corporate reputation The development of corporate reputation The importance and function of corporate reputation The importance of corporate reputation Function of corporate reputation   Differences between image, identity and reputation Definitions of image, identity and reputation Strategic communication in managing corporate reputation Developing strategic communication Implementing strategic communication Corporate advertising in managing reputation The importance of reputation through corporate advertising

Media relations in managing reputation The importance of reputation through media relations Internal communication in managing reputation The importance of reputation through internal communication   Models of corporate image, identity and reputation Characteristics of models of corporate image, identity and reputation The importance of this model on corporations Reputation management in the Internet Integration of websites in managing reputation Risk reputation management national and global issues related to reputation Developing risk reputation management Implementing risk reputation management) Case studies related to corporate reputation Case studies on reputation of national and global corporations)

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.

EVALUATION (PJJ) Assignment 1 20% Assignment 2 30% MID TERM EXAM 20% FINAL EXAM 30% Note: Attendance is compulsory (80% requirement)

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

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

TUGASAN 1 (20%) Nyatakan definasi imej korporat, identiti korporat & reputasi korporat Huraikan faktor-faktor yang mempengaruhi reputasi korporat sesebuah organisasi

TUGASAN 2 (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

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

Nota: Tugasan ini hendaklah dilakukan secara BERKUMPULAN (3 ahli dalam satu kumpulan)   Setiap tugasan bertulis mestilah tidak lebih daripada 15 muka surat sahaja. Tugasan yang dibuat mestilah mengandungi sekurang-kurangkannya 10 buku teks, artikel jurnal dan/atau rujukan yang berkaitan.

Keterangan Tugasan - Tugasan tersebut mestilah disediakan oleh pelajar dan perlu diserahkan pada waktu yang telah ditetapkan: Tugasan 1: Minggu 5 Tugasan 2: Minggu 10 - Markah akan ditolak bagi penghantaran tugasan yang lewat

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).

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

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%

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.

CONTACT DETAIL *Consultation hours: TBA (preferably by appointment) Room no: B 029, Jab Kom, FBMK TEL: 03-8946 8775 Or 019-2373973 (Only WhatsApp) *EMAIL: zulhamri@upm.edu.my My FB (zulhamri@hotmail.com) & LMS

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