1. HI-MEETING 2 KOC 4201 PENGURUSAN REPUTASI By
Assoc. Prof. Dr Zulhamri Abdullah (PhD, Cardiff & PDE, Cambridge)
Director, Centre of Entrepreneurial Development & Graduate Marketability (CEM)
Assoc. Prof. in Corporate & Organizational Communication

2. 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

3. LET’S TALK! Speak/text to me at 0192373973 Log on to Like me at
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Zulhamri Abdullah

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

5. 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)

6. 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

7. 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)

8. 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.

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

10. 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

11. NOTA TAMBAHAN Gaya Penulisan DBP
(sila rujuk Gaya Dewan Edisi Ketiga, Dewan Bahasa dan Pustaka)
Gaya Penulisan APA

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

13. 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

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

15. 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.

16. 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

17. 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).

18. 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

19. 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
4. Style
Total: %

20. 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.

21. CONTACT DETAIL
*Consultation hours: TUE PM (preferably by appointment)
Room no: B 029, Com Dept., FBMK
Room CEM* (often here)
TEL: / *
Hp: (Text only: Call if urgent)
* or
Online
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