BE558-7-SP-CO:
Corporate Branding & Marketing
PLEASE NOTE: This module is inactive. Visit the Module Directory to view modules and variants offered during the current academic year.
2023/24
Essex Business School
Colchester Campus
Spring
Postgraduate: Level 7
Inactive
Monday 15 January 2024
Friday 22 March 2024
20
05 April 2022
Requisites for this module
(none)
BE554
BE557
(none)
(none)
MSC N5G3JS Digital Marketing and Analytics,
MMANNN35 Marketing and Management,
MMANNN36 Marketing and Management (Including Placement Year),
MMANNN37 Marketing and Management (Including Year Abroad)
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
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 of course 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.
On successful completion of the module, students will be able to:
1. Understand the evolution of corporate-level marketing concepts and the development of corporate branding and 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 the analytic and instrumental framework and tools introduced in the module in order to critically evaluate existing corporate marketing strategies used by organisations as well as to address new corporate and organisational branding and marketing problems and issues.
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.
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 |
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
Reassessment
Module supervisor and teaching staff
Dr Mario Burghausen, email: mburgh@essex.ac.uk.
Dr Mario Burghausen
ebspgtad@essex.ac.uk
No
No
No
Dr Stephanie Anderson
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).
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