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Corporate Marketing

MODULE AIMS:

To provide a comprehensive understanding of corporate marketing (i.e. corporate identity, corporate communications, corporate reputation/image and corporate brand management) and illustrate the importance of corporate marketing within public and private sector organisations.

OUTLINE SYLLABUS:

The placing of corporate marketing in an historical context
An examination of the corporate identity and its component parts.
An examination of all elements that make up corporate communications
An investigation into corporate image and corporate reputation management
An introduction to corporate brands drawing a comparison between product brands and corporate brands.
An examination of corporate brand management.
An examination of the AC²ID test of corporate marketing
The identification and targeting of key organizational stakeholders

LEARNING OUTCOMES:

On successful completion of this module you will have a:

1. Knowledge & Understanding

Understanding regarding the evolution of marketing and place of corporate marketing in this evolutionary process
Critical awareness of the elements that contribute to the corporate marketing discipline
Thorough insight into the seminal academic and practitioner based models and frameworks associated with the various subject areas.

2. Subject-Specific Skills

An ability to objectively identify key corporate marketing stakeholders
Be able to identify the various elements that make up the identity of an organization and manage these variables
An understanding of the growth and management of ethical identity
An appreciation of the various elements that constitute corporate communications and how the controllable elements of corporate communications may be integrated yet remain flexible. An ability to manage an organization’s image/reputation and corporate brand - drawing on seminal frameworks and theories.

3. Personal Transferable Skills

Be able to work individually and in a group in order to evaluate academic and organizational materials – providing a clear/logical evaluation of the scenario
The ability to think creatively when developing solutions to organizational issues
The consideration, distillation and dissemination of highly conceptual ideas and theories in a simple and straight forward manner

MODULE COORDINATOR

Dr Jonathan Muir
Jonathan attained an MA in management studies from Glasgow University in 1997, and an MSc in marketing from Manchester School of Management in 1998. He then spent almost three years as a private-sector marketing consultant working on projects including the future of in-flight entertainment systems and urban regeneration in north Manchester. Jonathan then spent a further three years researching his PhD at Manchester Business School. In his spare time he enjoys walking and cycling.

View full profile for Dr. Jonathan Muir

Bradford University School of Management, Emm Lane, Bradford BD9 4JL
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