MN6055 ASSIGNMENT BRIEF, BASED ON THE CO-OP BANK CASE STUDY

Individual Report: Your task is to write an individual report (2,000 words maximum), aimed at the Board of the Co-op Bank, where you set out in full detail your corporate communication plans for the Co-op Bank.  How the Co-op Bank can best prepare for its sale, and how it can continue to enhance and manage its long-term corporate reputation – for all its stakeholders – when sold.  The suggested structure is as follows:

  • Introduction (approx 200 words), where you analyse the Co-op Bank’s corporate reputational problems
  • Main Body (approx 1,500 words), where you analyse how to:
  • improve the company’s overall identity, image, brand, and reputation
  • ensure the company gains positive publicity, as it prepares to be sold
  • develop and manage a strong corporate reputation for the company overall, after it has been sold, and beyond 2020
  • Conclusion and Recommendations (approx 200 words), where you explain how not only the Co-op Bank, but other corporations in general, can benefit from enhancing their long-term strategic corporation reputation management, despite being in financial difficulty
  • Bibliography / References, using the Harvard referencing system

You must include and apply appropriate academic / theoretical frameworks, concepts, and models to justify your recommendations, taking in into consideration the various needs of the many and diverse stakeholder / audience groups.  Also, you must augment your 2,000-words of text with images, graphs, tables, and charts, to make the report visually appealing.

Notes: You are expected to read and research widely beyond the case study, as news on the Co-op is live, plus use and apply a wide range of appropriate academic / theoretical frameworks, concepts, and therefore you will have a large number of references (books, journal articles, industry publications, media / newspapers).  There are a large number of links within the case study, which you will need to open, read, study, and apply.  Plus, the case study has three (3) media articles, and two (2) press releases, for you to also read, study, and apply within your report.