Corporate identity and image

Pre-requisites: Corporate Strategy and Strategic Marketing

Course description

The identity of a firm can be considered as important a resource as its financial, human or technological resources. In fact today organizations often offer the same products and services and often even communicate in the same way. Therefore, what the organization is – its ´raison d´être´ – becomes the ultimate differentiating factor, which makes the company unique.
Managing company identity is thus a necessity. In this regard, identity and image are closely connected making corporate communications an evolved corporate function which contributes to the defining of strategies and to the alignment of resources.
The purpose of this course is to help students understand how and why management of identity and image are an important part of corporate strategy, and to give students the theoretical and analytical tools necessary to the task.

Grading
Each student will be evaluated on the following criteria

• Final exam 70%
• Team work 30% (“free-rider” behavior in teams will be penalized with differentiated individual grades)

Excellent participation and contribution to discussions will be rewarded with 0.5 bonus points toward the final grade.

No textbook