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.