Assoc. Prof. Dr Zulhamri Abdullah (PhD, Cardiff

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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

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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

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LETS TALK!
Step into my office at FBMK or CEM
Speak/text to me at 0192373973
Log on to http//www.lms.upm.edu.my
Like me at Zulhamri Abdullah zulhamri_at_hotmail.com

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SYNOPSIS

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

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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)

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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

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• 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)

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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.

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EVALUATION (PJJ)

• Assignment 1 20
• Assignment 2 30
• MID TERM EXAM 20
• FINAL EXAM 30
• Note Attendance is compulsory (80 requirement)

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EXAMINATION

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

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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

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TUGASAN 1 (20)

• Nyatakan definasi imej korporat, identiti
  korporat reputasi korporat
• Huraikan faktor-faktor yang mempengaruhi reputasi
  korporat sesebuah organisasi

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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

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How do we measure REPUTATION?

• Reputation Models
• Reptrak
• 7 Dimensions 23 attributes

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• 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.

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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

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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).

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• 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

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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

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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.

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CONTACT DETAIL

• Consultation hours TUE 2.00-5.00PM (preferably
  by appointment)
• Room no B 029, Com Dept., FBMK
• Room CEM (often here)
• TEL [phone]
• Hp 019-2373973 (Text only Call if urgent)
• EMAIL zulhamri_at_upm.edu.my or zulhamri_at_hotmail.co
  m
• Online
• My facebook zulhamri_at_hotmail.com
• Putra LMS www.lms.upm.edu.my

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