What knowledge and skills will I gain by participating in this program?

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- Wednesday, September 24, 2014
The Building Blocks of Corporate Reputation
Presented by Charles Fombrun, Founder and Chairman, Reputation Institute

Session 2- Thursday, October 2, 2014
What it Takes to Win in the Reputation Economy
Presented by Kasper Ulf Nielsen, Executive Partner, Reputation Institute

Session 3 - Wednesday, October 8, 2014
Communicating Strategically to Enhance Brand and Reputation
Presented by Paul Argenti, Professor of Corporate Communication, Tuck School of Business at Dartmouth

Sessions 4 & 5 - Tuesday, October 14, 2014 & Wednesday, October 22, 2014
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 - Monday, October 27, 2014
Practical Issues about Reputation Management in International Markets
Presented by Fernando Prado, Managing Director (Spain & Latin America), Reputation Institute

Session 7 - Wednesday, October 29, 2014
Build, Protect, and Measure Corporate Reputation
Presented by Paul Argenti, Professor of Corporate Communication, Tuck School of Business at Dartmouth

Session 8 - Wednesday, November 5, 2014
Responsible Leadership: Reputational Risk and Crisis Management
Presented by Paul Argenti, Professor of Corporate Communication, Tuck School of Business at Dartmouth

Session 9 - Wednesday, November 12, 2014
The Reputation Champion's Roadmap
Presented by Steve Makadok, 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, Steve Makadok, and Fernando Prado.

Click this PDF for more details on the session topics and key learnings.

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.

Apply Online

Or call 603-646-2839

Dates and Fees

September 24 - November 12, 2014
$2,495 (early registration pricing available until August 29; regular tuition is $2,995)

Location: Online Program-1 Session/Week

Request More Information:

Tuck Executive Education respects your privacy. Your contact information will not be shared with any organization outside Tuck Executive Education.

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

» Watch the video

Paul Argenti

» View profile

Kevin Lane Keller

» View profile


Download Strategic Reputation Management Program (online) Brochure


» Download