Corporate Marketing (Distance Learning)

Module code: MAR7013-A

Module Aims       

The module aims to provide students with an alternative and contemporary view of the marketing discipline focusing on the marketing of the organisation(s).

Through studying the module students will:
 a) gain a comprehensive understanding of corporate marketing
 and
 b) be able to criticallty analyse the key elements that form an organisation’s corporate marketing activities

Outline Syllabus   

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 trends

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