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Corporate Marketing

Module code: MAR6006-A

Module Aims

To understand and evaluate all elements of corporate marketing in a business context.

Outline Syllabus

• The placing of corporate identity and corporate brands in an historical context
• An examination of the theoretical underpinning of the above
• An examination of the organisational identity mix and various corporate identity/corporate management mixes
• An examination of various models in relation to corporate marketing
• An examination of various corporate identity and corporate branding structures
• A comparison between product brands and corporate brands
• An examination of the management issues associated with corporate marketing
• An examination of the AC2ID and AC3ID test of corporate identity management