Faculty of Business Environment and Society

For an organisation of your choice assume the role of marketing executive and prepare a report for your marketing manager, focusing on the following areas:
• Examine the elements which constitute corporate reputation and justify the importance of managing the corporate reputation
• Evaluate the forces that can influence the organisation’s corporate reputation
• Explore the link between branding and reputation to assess the importance of corporate brands in the context for your organisation
• Evaluate alternative methods used to measure corporate brands and justify your recommendation for the organisation

Include a list of References and Bibliography

You must include a range of research in all answers, this may include relevant concepts and theories from text books, journal articles, websites, market research databases such as Mintel, company or industry sources. Research should be referenced using Harvard Referencing style.
Learning Outcomes Assessed
1. Define the factors and linkages which impact corporate reputation, and justify the importance of managing the corporate reputation.
2. Analyse the context of branding and assess methods used to measure corporate brands.

Marking Scheme:

Structure and Presentation 10%
Spelling, grammar, layout, presentation of information

Knowledge and Understanding 20%
Awareness and appreciation of the key factors impacting corporate reputations and development of corporate brands

Analysis, Application and Context 30%
Relevant examples, analysis tools, models and theories are used in context to assess the situation and evaluate alternative options

Conclusion and Recommendations 30%
Appropriate research is used to support conclusions that are drawn from the findings and to produce fully justified recommendations

Research, Reading and Referencing 10%
Evidence of wide range of academic and market research, Harvard referencing style

Module Title: Brand and Corporate Communications

 
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