10cp

Corporate Marketing

Prerequisite MKTG600 Marketing Management.

Teaching Organisation 3 hours per week for 12 weeks or equivalent.

This unit focuses on marketing at the corporate level. The societal marketing concept discussed in Marketing Management is one of the motivations for organisations to market the corporation as a brand. Other motivations are the need to present a consistent image to the many organisational stakeholders, globalisation of companies and the economies of scale realised by marketing the organisation rather than individual brands. Topics discussed include the historical development of the concepts of corporate identity, visual identity, corporate brand, corporate image and corporate reputation. Schools of thought on corporate identity, types of identities and managing and evaluating corporate identity change are discussed using case examples. Managing the communication of the corporate brand to different stakeholders is also covered. Research will be undertaken by students, to determine the consistency of the corporate brand message, using visual and behavioural audits.

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