Brand Reputation Management
Week 13: Assignment Preparation Workshop
Assignment 2: Individual Boardroom Report
Weighting: 70%
Word count or equivalent: 3,000 words
Situation:
After the poster presentation, the CEO is impressed with the case study you
have presented. The CEO would like you to investigate further about the case
and requires you to produce a boardroom report for the company’s Board of
Directors. To achieve this, you will need to undertake the following:
1) Briefly introduce the case study- the luxury hotel/hotel group and the
occurrence of the negative incident. Also, briefly discuss its impacts (what
impacts and who impacted) and how it threatened the hotel’s reputation.
2) Using the RepTrak model, identify the underperformed reputation drivers that
led to the incident and damaged the hotel’s reputation. You should select
dimensions that are only relevant to the case study only.
3) Criticize their current brand and reputation management by determining the
strengths and weaknesses of their responses to the negative incident. Use
alternative theoretical perspectives to justify your discussion.
4) Put forward recommendations for alterations to brand and reputation
management practices.
Requirements:
1. You are required to produce and submit a 3000 word ‘boardroom’ report for your
chosen luxury brand.
2. You document must be formatted using standard report conventions. It should
include numbered headings and may choose to add additional levels of headings
to the ones outlined below. It should be written in a clear, concise and
professional style. You should use an Arial font that is size 11 or 12.
3. Paragraphs should be left- or fully justified and use 1.5 or double spacing.
4. Use appendices if appropriate.
5. You must use academic sources to support your discussion (e.g., books, journals
articles, industry report, etc). Provides a list of references using Harvard
referencing system.
You should adopt the following structure for your
document:
• Title or Cover Page*
• Executive Summary*
• Contents Page*
• Introduction (company details and the threat)
• The Underperformed Reputation Drivers and
Impacts to Stakeholders
• The Current Management Practice and Alternative
Perspectives
• Conclusion and Recommendations for Alterations
to Practices
• References*
• Appendices (not more than 10 pages) *
*These do not contribute towards the word count
Executive summaries will provide an
overview of this report, summarise/ highlight
key points from each chapter/ section.
In this report, the executive summary should
address these main points:
• Purpose- What is the point of the
document? Make sure you have a
purpose when writing the summary.
• Threat- What threat needs
addressing?
• Underperformed drives and
Impacts
o RepTrak analysis
o Reputational Impacts and who
impacted
• Current practices
o Current practices (good and
bad?)
• Recommendations- Suggestions for
alterations to practice
Reputation Institute’s RepTrak
Ponzi, Fombrun & Gardberg (2011)
Using the RepTrak model, identify the
underperformed reputation drivers that led to
the incident and damaged the hotel’s
reputation.
You should select dimensions that are only
relevant to the case study only.
Criticize their current brand and reputation management by determining the
strengths and weaknesses of their responses to the negative incident. Use
alternative theoretical perspectives to justify your discussion.
• Current Practices (reactive and proactive
actions towards the incident)?
• Criticise whether XX is doing a good job or
XX is not a good management practice, etc.
• You will need to identify the strengths and
weaknesses of the current practices
(reactive and proactive responses to the
incident).
• Justify your view with theory/ alternative
perspectives.
• You could have a few lines to recap the strengths and
weaknesses of the current practice, and then propose
your suggestions for areas of improvements and
alterations to current practices.
Put forward recommendations for alterations to brand and
reputation management practices.
Submission Guidelines for A2:
• Only ONE submission per student. You will find a link to the
Turnitin Assignment from the ‘Assessments’ area of the
Blackboard course menu.
• You will need to ensure that your assessment is uploaded as a
single document, and in the correct format (e.g. a Word
document only. When submitting, please enter your student
ID number in the “submission title” box. The document itself
should contain your student ID number in a header or footer; your
name should not be visible on the work.
Date of submission:
Week 14 – Friday, 28 May 2021 before 23.59,
submission through Turnitin on Blackboard.
Individual Boardroom Report Marking Criteria:
1. Introduction (company details and the threat) 10%
2. Critical Review of the Reputation Driver and Impacts 30%
3. The Current Management Practice and Alternative Perspectives 30%
4. Conclusion and Recommendations for Alterations to Practices 20%
5. Research and References 5%
6. Writing and Presentation 5%
Next Week:
• Module Summary and Individual Tutorial Meeting
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