Module code: MAR7003-A
The module aims to provide students with an alternative and contemporary view of the marketing discipline focusing on the marketing of the organisation(s) rather than the products/services organisations tend to produce. Through studying the module students will be able to examine and critically analyse an organisation's identity, its corporate communications, image/reputation and brand management activities.
1. The evolution of marketing and position of corporate marketing in this evolutionary process
2. The evolution of corporate marketing
3. The AC²ID test (a holistic approach to corporate marketing)
4. Stakeholder analysis (categorising who an organisation should direct their corporate marketing activities toward)
5. Corporate identity (defining and managing identity and the rise of ethical identity)
6. Corporate communications (categorising, developing and managing corporate communications)
7. Corporate image and reputation (defining, developing and managing organisational image and reputation, taking into account cultural variations)
8. The corporate brand (defining, creating and managing the corporate brand)
9. Summarising key corporate marketing components and potential future corporate marketing