1. Evaluate the concepts of corporate brand, corporate Identity & corporate reputation addressing future challenges including digital marketing channels
Knowledge and Understanding

2. Identify, critically analyse and evaluate strategies and measures for the development of a successful corporate brand & reputation.
Analysis

3. Identify and apply appropriate strategies and measures to communicate the corporate brand image addressing the digital platforms available.
Problem Solving

The module will include a review of the development of corporate branding. This will then progress to how an organisation approaches its corporate branding process, including the development of the corporate brand identity and the corporate image. As corporate branding is a much broader process including stakeholders, employees, supply chain and customers, you will then develop this into an understanding of corporate reputation and culture. We shall then address corporate communication encompassing the design and creation of a coherent message to appeal to this broader group of stakeholders. Finally we shall address how corporate brands can be measured and the future challenges for managing the corporate reputation.
Indicative content

The development of corporate branding & reputation
Designing a brand identity and brand Image
The relationship between corporate culture and corporate branding
Measuring corporate Reputation
Corporate Branding-Reputation dilemma
The dimensions of corporate Communication
Contexts for Corporate communication and development of corporate brand image
Symbols, tools and digital media
Measuring corporate brands
The future challenges for corporate brands

Tutor led sessions will follow a general pattern of introduction of a topic and provision of frameworks and models for student learning, followed by application by students to appropriate data or case study materials. Students will be expected to perform set exercises, these will include the analysis, discussion and presentation of case based work both individually and as part of a learning group. Formative feedback will be provided throughout the module. Digital tools will be used to enhance learning. Students will be expected to obtain supplementary information from a number of paper or electronic sources as part of their preparation, as recommended by the tutor.

Roper, S. and Fill, C., 2012. Corporate reputation, brand and communication. Pearson Higher Ed.

Kapferer, J. 2012, The new strategic brand management: advanced insights and strategic thinking, 5th edn, Kogan Page, London.

Burke, R.J. 2011;2016;, Corporate reputation: managing opportunities and threats, Gower, Farnham.

Open Textbook Library (free online)

VLE learning support material to be provided for independent /self-directed learning.

Module handbooks

Open Textbook Library

Selected contemporary problem/practice based case examples

The individual assessment of 2500 words based on a live case study. Produce a report for an organisation that addresses their corporate reputation and brand and how this is managed across multiple digital platforms. Address future challenges and how these could be addressed. Covers LOs 1,2 & 3.


Assessment for British University Vietnam (BUV) students only:

30% 10min Group Presentation; and
70% Individual Poster Presentation of Chosen Company