Corporate Marketing

The details
Essex Business School
Colchester Campus
Undergraduate: Level 6
Monday 16 January 2023
Friday 17 March 2023
25 September 2019


Requisites for this module
BE400 or BE511



Key module for


Module description

This module covers the principles of the nascent field of corporate marketing which is concerned with the strategic communication as well as the behavioural and symbolic representation of organisations vis-à-vis multiple stakeholders. You will be introduced to the principles and key concepts of corporate marketing as an alternative and complementary marketing approach and framework, which focuses on the organisation as a whole. For that purpose you are introduced to a number of key concepts such as: corporate identity, corporate culture, corporate image, corporate reputation, and corporate brands and how they facilitate our understanding and the management of corporate-level organisational issues and challenges in a multi-stakeholder environment.
As such, corporate marketing goes beyond the traditional customer and product/service focus of conventional marketing modules. An integrative framework will be used in order to facilitate your understanding of the dynamics between the various business and societal phenomena that underpin these different concepts. In this way, the module builds on your prior understanding of marketing, strategy, and organisational issues within a dynamic business environment but it covers issues not usually discussed together by conventional marketing modules.
The principles and concepts of corporate marketing which we will discuss in this module are potentially relevant for a host of different organisations ranging from small entrepreneurial businesses to large multinational enterprises as well as public and non-profit organisations such as charities, arts organisations, or municipalities that all need to manage their interactions with multiple stakeholders in society.

Module aims

The module aims to equip you with the necessary theoretical, analytic, and instrumental skills that are relevant for various contemporary issues that organisations face today such as Corporate Social Responsibility (CSR), corporate reputation management and corporate branding. In this way, the module has the purpose for you to develop the ability to understand and subsequently master marketing problems at the organisational level and within a multi-stakeholder environment that are rather different from traditional product and consumer marketing challenges.

Module learning outcomes

On successful completion of the module, students will be able to:
1. Explain the evolution of corporate-level marketing concepts and the development of corporate marketing as an integrative marketing approach and philosophy.
2. Discuss the growing relevance of corporate-level and organisational marketing issues and problems in light of a changing multi-stakeholder business and societal environment.
3. Evaluate critically the different corporate-level concepts introduced throughout the module and discuss the dynamic relationship between them and the strategic issues of their dynamic alignment.
4. Apply concepts and strategies of corporate marketing to business problems and justify their suitability for a business problem at hand while being able to identify possible limitations.

Module information

Taking this module will help you develop the following additional skills for your professional life:

* Written Communication – through the diligent preparation of seminar tasks and assignments
* Oral Communication – through your active and thoughtful participation in class discussions
* Research Skills – through your independent location, evaluation and use of reliable and valid information sources (academic and non-academic)
* Critical Thinking – through your reflective engagement with the subject area and its theoretical principles and practical implications
* Teamwork/Collaboration – through your active participation in group work and discussions
* Digital and Technical Fluency – through your use of information technology to source information and compose assessed documents
* Innovation and Curiosity – through your independent exploration and research of the subject area and its theoretical principles and practical implications beyond the basic issues introduced in class
* Data and Analytics – through your active and informed use of academic and commercial databases and your use of relevant information sources
* Personal Brand – through your creative application of the subject area and its theoretical principles and practical implications to your own life

Learning and teaching methods

The module will be delivered in weekly sessions. Each session will be a mix of more formal lecture content and interactive student activities such as small group work and in-class discussions of concepts and examples. Required readings and preparation activities for sessions will be provided before each session on Moodle. You are expected that you prepare by reading the material and complete the required tasks beforehand.


This module does not appear to have a published bibliography for this year.

Assessment items, weightings and deadlines

Coursework / exam Description Deadline Coursework weighting
Coursework   BE533 COURSEWORK      

Exam format definitions

  • Remote, open book: Your exam will take place remotely via an online learning platform. You may refer to any physical or electronic materials during the exam.
  • In-person, open book: Your exam will take place on campus under invigilation. You may refer to any physical materials such as paper study notes or a textbook during the exam. Electronic devices may not be used in the exam.
  • In-person, open book (restricted): The exam will take place on campus under invigilation. You may refer only to specific physical materials such as a named textbook during the exam. Permitted materials will be specified by your department. Electronic devices may not be used in the exam.
  • In-person, closed book: The exam will take place on campus under invigilation. You may not refer to any physical materials or electronic devices during the exam. There may be times when a paper dictionary, for example, may be permitted in an otherwise closed book exam. Any exceptions will be specified by your department.

Your department will provide further guidance before your exams.

Overall assessment

Coursework Exam
100% 0%


Coursework Exam
100% 0%
Module supervisor and teaching staff
Dr Mario Burghausen, email:
Dr Mario Burghausen



External examiner

Dr Muhammad Asif Khan
Available via Moodle
Of 20 hours, 0 (0%) hours available to students:
0 hours not recorded due to service coverage or fault;
20 hours not recorded due to opt-out by lecturer(s).


Further information
Essex Business School

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