Objective 1: Identify the concept of OR, distinguish OR from identical concepts, define it within the relevant academic field; relate it to other concepts in the field of Public Relations;

Objective 2: Identify the value of OR, the factors that influence it and methodologies that can be used to analyse and monitor it;

Objective 3: Understand the notion of strategic reputation management, its dynamics, instruments and tools, and relate it with corporate strategy.

Objective 4: Relate Reputation Management and ethics.