CORPORATE MARKETING

Examine and evaluate the key characteristics of the AC4ID Test diagnostic framework (see Balmer 2012a, 2012b). Discuss the framework’s underlying theoretical principles and rationale in light of Balmer’s notion of multiple identities and the identity-based view which inform Corporate Marketing.
Balmer, J.M.T. (2012a), “Strategic corporate brand alignment. Perspectives from identity based views of corporate brands”, European Journal of Marketing, Vol. 46 7/8, pp. 1064–1092.
Balmer, J.M.T. (2012b), “Corporate brand management imperatives. Custodianship, credibility and calibration”, California Management Review, Vol. 54 No. 3, pp. 6–33.
In this assignment you need to draw on the key principles and perspectives of corporate marketing and the various concepts and theories that have informed its development in order to discuss and explain the characteristics and rationale of a specific instrumental framework design to aid managerial decision making. You need to support your answers with appropriate academic sources (i.e., academic articles presenting perspectives/ concepts/theories and articles reporting empirical research studies) and may provide illustrative examples (from business practice/daily life) in order to show your understanding of the theoretical and the practical implications of your arguments advanced in the essay.
Read the coursework question carefully and make sure you address all parts of the question in your essay!
Your assignment must include a title page (with the title of the question, the module name, your name, and your registration number) and a list of references, which includes all articles, books and other sources you have cited in the body of the text. You must follow the Harvard style of referencing. You must check your essay for errors in spelling and grammar using Standard English (which is British English and not American English or other derivatives). The coursework needs to be written in an academic style following general guidelines on essay writing and the guidelines included in the module (study) guide.

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