Boardroom report

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