Mandatory modules - intangible assets

Branding and Corporate Image

Business communication professionals are expected to have in-depth knowledge and mastery of the different facets of their organisation’s brand and image.

Brand and corporate image are among the basic relational intangible assets for strong relationships with stakeholders, employees, good governance, and corporate responsibility.

Apply communication strategies based on branding drivers including recognition and awareness, and corporate image, i.e., positioning, personality, identity, and legitimacy.

Trustworthiness

Branding and Corporate Image

Business communication professionals are expected to have in-depth knowledge and mastery of the components and drivers of trustworthiness and trust in their organisation.

Mastering the key factors of reliability and trust that have the greatest impact on management and decision-making contributes greatly to stakeholder perceptions of trust and trustworthiness during normal operations or in crisis situations.

Explore in detail how these intangible assets of trustworthiness and trust are recognised in the organisation and on what basis stakeholders judge the organisation to be trustworthy.

Credibility

Branding and Corporate Image

Corporate Responsibility

Business communication professionals are expected to have in-depth knowledge and understanding of the corporate credibility attributed to spokespersons, managers, and to their organisations.

Obtaining legitimacy in a normal operational context or in a crisis situation is related to how stakeholders recognise authenticity.

Examine how credibility, a crucial intangible asset, is a key driver of stakeholder engagement with spokespersons and organisations - and on what basis stakeholders consider an organisation to be credible.

Corporate Responsibility

With the rise of corporate social responsibility (CSR) initiatives, questions have emerged about their true impact on the communities they serve. CSR reports can look more like marketing materials because much of the data provided by businesses can be selected and measured.

As the business world expresses a desire to become more sustainable by nurturing meaningful relationships with stakeholders, this presents an exciting opportunity for businesses to show how their expertise can play a pivotal role in delivering impact.

Additionally, with the growing demand and visibility of CSR practices as they gain attention and prominence in management journals, in business schools, and in the executive offices of businesses, how should corporate responsibility initiatives be communicated?

Reputation

Corporate Responsibility

Reputation

Business communication professionals are expected to have in-depth knowledge and mastery of the multiple components shaping the reputation of their organisations and its spokespersons.

A healthy reputation is rooted in the corporate culture and social norms, which calls for a structured management approach to nurture its fair value. Examining how to integrate the inputs of strategic reputation management becomes an investment for the organisation.

Learn how to integrate reputation scoring into an organisation's communication management dashboard.