This program focuses on the essential competencies needed to lead strategic reputation management including:

  • Theoretical frameworks that guide corporate reputations
  • Clarifying the business case for reputation management
  • Improving returns on communications investments
  • Constructing a reputation intelligence and strategy system
  • Developing the connection between strategy development and execution using strategic communication
  • Defining brand equity and developing a brand architecture strategy
  • Protecting your reputation through responsible leadership: how to recognize a crisis and manage it
  • Measuring your reputation
  • Building a competency framework for the “Chief Reputation Officer


Program Schedule:

NOTE: All sessions are from 11:30-12:45 EST on the day the session is scheduled

Session 1 - Thursday, April 2, 2015
Communicating Strategically to Enhance Brand and Reputation
Presented by Paul Argenti, Professor of Corporate Communication, Tuck School of Business at Dartmouth

Session 2- Thursday, April 16, 2015
The Building Blocks of Corporate Reputation
Presented by Charles Fombrun, Founder and Chairman, Reputation Institute

Session 3- Wednesday, April 22, 2015
What it Takes to Win in the Reputation Economy
Presented by Kasper Ulf Nielsen, Executive Partner, Reputation Institute

Sessions 4 & 5 - Wednesday, April 29 & Wednesday, May 6, 2015
New Brand Imperatives (4) and Building Powerful Brands (5)
Presented by Kevin Keller, E.B. Osborn Professor of Marketing, Tuck School of Business at Dartmouth

Session 6 - Wednesday, May 13, 2015
Practical Issues about Reputation Management in International Markets
Presented by Fernando Prado, Managing Director (Spain & Latin America), Reputation Institute

Sessions 7 & 8 - Wednesdays May 20 & May 27, 2013
Build, Protect, and Measure Corporate Reputation (7) and Responsible Leadership: Reputational Risk and Crisis Management (8)
Presented by Paul Argenti, Professor of Corporate Communication, Tuck School of Business at Dartmouth

Session 9 - Wednesday, June 3, 2015
The Reputation Champion's Roadmap
Presented by Rob Jekielek, Reputation Institute

At the end of the program you will be awarded a certificate of completion from Reputation Institute and Tuck Executive Education at Dartmouth. The sessions are taught by world-renowned faculty from Tuck Executive Education including Paul Argenti and Kevin Lane Keller, as well as leading thought leaders from Reputation Institute including Charles Fombrun, Kasper Nielsen, Anthony Johndrow, Rob Jekielek, and Fernando Prado.

For more information about the program and sessions, check out this PDF

What learning opportunities exist after I complete the program?

For those managers interested in expanding their leadership and strategic communication skill set, consider Tuck's Leadership and Strategic Impact program lead by Paul Argenti.

Reputation Institute has a number of Reputation Management Training options to continue your career advancement. After completing the Executive Program on Strategic Reputation Management, we suggest Reputation Institute’s The Reputation Leadership Program: Developing a World-Class Reputation Management Approach which addresses the four elements of  business rationale, intelligence and strategy, management and accountability, and activation to build competitive advantage.

Paul Argenti on Reputational Risk and Crisis Management (online session excerpt)

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Paul Argenti

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Kevin Lane Keller

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Download Strategic Reputation Management Program (online) Brochure


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