This module covers the principles of the field of corporate branding and marketing which is concerned with the strategic communication as well as the behavioural and symbolic representation of organisations as brands vis-à-vis multiple stakeholders.
You will be introduced to the principles and key concepts of corporate branding and 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 of course 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 branding and 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 branding and 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