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The study module introduces students to an understanding of reputation management, its definition and importance as a key asset in today’s business community. Students will learn why building and maintaining positive images and reputation is important and how organizations can manage reputation by addressing stakeholders and publics' concerns through specific communication initiatives. The study module emphasizes the communication component of reputation and how communication strategies build, maintain and defend organizational reputation. The study module specifically addresses the question of good reputation and responsible business by discussing the importance of good working practices and sustainable consumption among others. In doing so, this study module supports UN Sustainable Development Goals 4 Quality education and 16 Partnership for the goals.