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MKTG312 Corporate Brand Management

10 cp
Prerequisites MKTG100 Principles of Marketing
Teaching Organisation 3 hours per week for twelve weeks or equivalent.

This unit is designed to introduce students to the concepts of corporate identity and corporate branding as they relate to the way in which corporations are marketing themselves. Issues to be covered include the historical development of the concepts of corporate identity, corporate image and corporate reputation, and schools of thought on corporate identity, types of identities, changes in identity, communication of the corporate brand, and managing and evaluating corporate identity programs. Students learn to research the corporate brand and reputation of companies by conducting behavioural, visual and communication audits. Case studies involving corporate identity crisis issues are presented to enable students to learn how to minimise their occurrence by effective corporate brand management, and how to deal with unexpected crises in corporate branding.

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