Module Title:   Corporate Marketing

Module Credit:   10

Module Code:   MAN0716M

Academic Year:   2015/6

Teaching Period:   Semester 2

Module Occurrence:   A

Module Level:   FHEQ Level 6

Module Type:   Standard module

Provider:   Management

Related Department/Subject Area:   School of Management

Principal Co-ordinator:   Dr John Temperley

Additional Tutor(s):   -

Prerequisite(s):   MAN0707M

Corequisite(s):   None

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

Learning Teaching & Assessment Strategy:
Formal lectures. Tutorials incorporating case study based problem-solving tasks closely associated with key Corporate Marketing issues/concepts. Student presentations (assessed formally and informally). Oral feedback provided during tutorials.

Lectures:   12.00          Directed Study:   80.50           
Seminars/Tutorials:   6.00          Other:   0.00           
Laboratory/Practical:   0.00          Formal Exams:   1.50          Total:   100.00

On successful completion of this module you will be able to...

a) understand the complexity and importance of Corporate Marketing, including the existence of multiple perspectives on the nature of Corporate Identity and the Corporate Brand; b) recognise the broad range of issues that may affect an organisation`s Corporate Marketing activities and understand their potential impact; and c) evaluate and compare different theoretical perspectives on key aspects of Corporate Marketing.

On successful completion of this module you will be able to...

a) evaluate the corporate marketing strategy of a particular organisation using Balmer`s AC2ID Test/REDS2 Process; b) examine each of the five identity types included in Balmer`s AC2ID Test using appropriate models/frameworks; c) analyse the impact of environmental forces on an organisation`s Ideal Identity, ie its optimal strategy in a given context & timeframe; d) prioritise among stakeholder groups making competing claims on an organisation`s resources; and e) make practical recommendations for improving an organisation`s corporate marketing activities within a specific budget & timefr

On successful completion of this module you will be able to...

have improved skills in research, analysis and rhetoric.

  Examination - closed book 1.50 50%
  Examination closed book
  Coursework   30%
  Group project of up to 2,500 words or equivalent
  Presentation   10%
  Individual presentation
  Other form of assessment   10%
  Peer feedback on individual presentations
  Examination - closed book 1.50 50%
  Supplementary: closed book exam
  Coursework   50%
  Supplementary: Individual reflective assignment of up to 1,000 words

Supplementary Assessment:
As Original

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.

Version No:  15