5163 Reputation Management: Building Global Brand Reputation
Prof. Hamed Shamma, B.A.,M.B.A.,Ph.D.
Contact details
Weekly hours
Language of instruction
02/14/18 to 04/15/18
Registration via LPIS
Notes to the course
Day Date Time Room
Tuesday 04/24/18 10:30 AM - 01:30 PM D2.0.374
Tuesday 04/24/18 02:30 PM - 05:30 PM D5.0.001
Wednesday 04/25/18 10:30 AM - 01:30 PM TC.5.18
Wednesday 04/25/18 02:30 PM - 05:00 PM TC.5.18
Thursday 04/26/18 10:30 AM - 01:30 PM EA.5.034
Thursday 04/26/18 02:30 PM - 05:30 PM EA.5.034
Friday 04/27/18 10:30 AM - 01:00 PM TC.4.18
Friday 04/27/18 02:00 PM - 04:30 PM TC.4.18

This course will provide students with an overview of reputation management. In this course, we are interested to understand how to manage reputation. We will analyze the factors that lead to positive reputation and address its consequences. We will examine the reputation journey and understand the different stages in this journey. We will study how to measure and manage corporate reputation. Furthermore, we will examine the application of reputation across industries, cities, countries and people. We will also address branding and its impact on reputation. Several international case studies will be studied and analyzed. We will often take the perspective of the chief executive officer who needs to have a comprehensive overview of multiple stakeholders, corporate communications, branding and events in order to develop sound and effective reputation strategies.

Learning outcomes
  1. Understand how perceptions about reputation are formed
  2. Know how to measure reputation of company, city or country
  3. Measure the return on reputation (ROR)
  4. Understand how to manage online reputation
  5. Critically evaluate the relationship between corporate social responsibility and corporate reputation
  6. Understand the impact of branding on reputation
  7. Develop a reputation plan
Teaching/learning method(s)

The classes will rely on lecturing, case discussions, videos, exercises and student’s presentations. All students are encouraged to actively participate in class discussions by asking and answering questions during class meetings. All students are encouraged to bring in reputation cases from their readings, observations and news. This will enrich the class discussion and make it relevant.


The material for this course will include a combination of reading material, power point material and case studies.

Required Information Sheets

All students are required to complete the student information sheet along with a recent picture. This is due second class session.



Attendance & Participation                                      20%

Group Presentation                                                 30%

Individual Paper                                                      50%

Group Presentation

Each group (4-5 members) will present a reputation issue that faced a company and present the information related to this issue. This is a 25 minute presentation. Group presentations will take place on Friday April 27, 2018.

Individual Paper

Each student will write a paper that reflects on this issue:

Corporate reputation affects personal reputation (and vice versa). Corporate reputation affects industry reputation (and vice versa). Corporate reputation affects country reputation (and vice versa). In light of our discussions, explain these statements giving examples of how this may work or not work. Conclude with lessons learnt and best practices. Use as much references in writing your paper. This can include both academic and practice based articles. Due date is Friday May 4, 2018.

Prerequisites for participation and waiting lists


Recommended previous knowledge and skills


Availability of lecturer(s)
Additional (blank) field

Hamed M. Shamma, Ph.D

Professor Shamma is an Associate Professor of Marketing & BP Endowed Chair at the School of Business, at The American University in Cairo (AUC), Egypt. He received his Ph.D. in Marketing from the George Washington University in Washington, DC (USA). He also holds a Bachelor’s of Arts (BA) in Business Administration with specialization in Marketing and Masters of Business Administration (MBA) with a double concentration in Marketing and International Business from the AUC.

Professor Shamma co-authored the first Arab Word Edition of Marketing Management, - the most widely used marketing book in graduate business schools worldwide - with Philip Kotler and Kevin Keller. He also published several papers in leading journals such as: the Journal of the Academy of Marketing Science, Journal of Product and Brand Management, International Journal of Marketing Studies, Benchmarking: An International Journal, International Journal of Economics & Business Research, International Journal of Commerce and Management and International Journal of Customer Relationship Marketing & Management among others. His research interests are in the areas of reputation management, strategic brand management, and customer relationship management (CRM). Recently he has been working on other topics including: political marketing, marketing of e-government services, social marketing and entrepreneurial marketing.

Professor Shamma presented a variety of papers at leading international conferences such as the American Marketing Association Annual Conference, Academy of Marketing Science Annual Conference, Annual Macromarketing Conference and the Society for Marketing Advances Annual Conference among others.” He received the best paper award at the 9th Annual World Congress of the Academy for Global Business Advancement in 2012. He also received the best paper award in the CRM track at the Annual Society for Marketing Advances Conference in 2006.

Professor Shamma taught a variety of courses including: marketing management, consumer behavior, marketing research, brand management, marketing strategy, marketing of services, advertising and promotion management, reputation management and retail management. He has been a guest speaker to several other courses including: advertising and promotion management, marketing information systems and e-marketing.

Professor Shamma has over four years of corporate experience at Orange Egypt, the leading mobile service operator. He was involved with corporate performance assessment, analysis, forecasting and budgeting. This included developing the company’s balanced scorecard and Key Performance Indicators (KPI’s), analyzing the company’s performance in relation to forecast and conducting benchmarking exercises. Dr. Shamma received several awards of recognition for his achievements at Orange Egypt.  He was especially recognized for presenting an in-depth prepaid market analysis and suggesting courses of actions and recommendations. His Ph.D. dissertation study - which was built on his prior experience - involved examining the corporate reputation of the major wireless operators in the U.S. as viewed by different stakeholder groups.

Professor Shamma conducted training and consulting for several organizations in the areas of: corporate reputation, corporate branding, marketing strategy, consumer perceptions analysis and brand development and management. He is specialized in examining corporate-level issues about organizations such as: corporate reputation, corporate branding, corporate image, corporate reporting and corporate performance. He consulted and provided training to various organizations such as: Ministry of Civil Aviation, Ministry of Administrative Development, Eva Pharma, Orange Labs, Etisalat Misr, Goldman Sachs Women Entrepreneurship and Leadership, Management Center, the International Advertising Association (IAA), Chartered Institute of Marketing (CIM), Flat 6 Labs, LearnServe, Fekrety, the Future Generation Foundation, Prana for Self and Corporate Development and Artrac among many others.

Unit details
Unit Date Contents

         Reputation management: overview and measurement

         What is reputation management?

         Measuring corporate reputation


         City and country reputation

         What is city reputation?

         What is country reputation?

         Measuring city reputation

         Measuring country reputation


         Online reputation

         Steps for managing online reputatio


         Corporate social responsibility and corporate reputatiom

          What is the difference between CSR and corporate reputation?

          What is the relationship between CSR and corporate reputation?


         Branding and reputation

         Global brands and global reputation

         How does branding affect reputation

Last edited: 2017-12-18