Summary of content

This module develops a critical appreciation of organizational value from a marketing perspective. It focuses on the concept of creating and sustaining value in any organization, from perspectives of competitive advantage, customer value, branding, marketing strategy, sustainability, and ethics.

Assessing what constitutes sustainable organisational value becomes more challenging and relevant in today’s business environment as organisations often have to operate across sectors, countries and cultures. This module provides students with a deep understanding of the development of marketing and branding practices through contemporary views of sustainability, ethics, and glocalisation. Students will be given tools to critically evaluate organisation’s effort to make a contributions to their shareholders and stakeholders. In addition, students need to apply their knowledge to develop creative solutions/responses to the marketing and branding issues faced by modern organisations.

This module provides students, prospective business managers and corporate leaders with opportunities to explore theoretical and practical (case studies) content in the context of the United Nations Sustainable Development Goals (SDGs) and in lines with GCU’s strategies for learning (SfL).

Module structure

Assessment methods