Self-Study, How to Improve Your Competitive Strategy

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Managing Reputation: Strategy and Branding by Word of Mouth course
Order No.: 2031

Not many things are more valuable to an organization than its positive reputation. Reputation drives profitability, builds consumer trust, and helps the organization become a magnet for attracting the best physicians, employees, and board members. This course will help executives learn to manage one of the key factors in building reputation and brand—word-of-mouth communication.

With this course you will:

Understand the impact of your actions on others in the organization and in the wider marketplace
Learn to identify the individuals who feed "the grapevine" and inspire them to spread the organization's good reputation
Realize the damage gossip and rumors can do to an organization, and learn to control word of mouth during a crisis situation

Corresponding book: Managing Word of Mouth for Leadership Success, by Michael E. Cafferky, FACHE (Order No. 2020)

Prices: Affiliates—$325 per course; nonaffiliates—$405 per course. The corresponding book is 20% off when purchased with a course. Postage and handling fees will be added.

About the author: Michael E. Cafferky, FACHE, is assistant professor of business and management at Southern Adventist University, where he teaches business strategies, organization theory, and organizational behavior. Prior to joining the faculty of the School of Business in 2003, Cafferky served for more than 20 years in healthcare management.

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