Aims of the module

Senior level marketers need to be able to identify and prioritise key stakeholders, and the influence they have in determining the role for corporate reputation management in organisations. This module will enable you to critically appraise the corporate brand and the importance of digital communications in developing corporate positioning and building brand equity. Learners will be able to recommend and justify digital channels and tools effectively to support corporate reputation.

Module structure

Three units with two learning outcomes each. Each learning outcome will be covered by the related assessment criteria.

Unit 1: Communication Context and Stakeholders

  • Identify key stakeholders and their influence
  • Determine the role for corporate reputation management in organisations

Unit 2: Building the Corporate Brand

  • Critically appraise the contribution of the corporate brand in maintaining and developing the corporate positioning
  • Assess the role of corporate reputation in supporting and building brand equity

Unit 3: Integrating Digital Communications Strategies

  • Appraise trends and innovation in the digital experience
  • Evaluate the effective use of integrated channels to support corporate reputation

Assessment: Assignment

An assignment based on a given scenario relating to an organisation of choice.

View module specification document.


Award level
CIM level 7

Estimated Study Time
200 hours

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