Business Administration and Marketing Schools
Companies must work to acquire new customers through marketing efforts aimed at generating profits for the company. To do this effectively, fundamental business and marketing decisions must be made together.
Companies require business managers and marketing administrators who are capable of seamlessly integrating essential business and marketing functions — ensuring that a company's marketing efforts are in alignment with its business goals.
Business and marketing managers need to have good managerial skills, know how to make complex business decisions, and may be responsible for marketing an entire line of products or marketing to a particular geographic region. In the course of their work, managers must be able to use marketing research, public relations, and integrated marketing communication strategies to their best advantage.
A Business Administration and Marketing degree is a good way to learn these essential skills. Course topics may include management, finance, accounting, research, business law, marketing, marketing communications, advertising, and Internet marketing.
The Value of Corporate Branding
Corporate marketing, may not be one of the more familiar terms, but consumers are affected by this area of marketing every single day.
Essentially, corporate marketing refers to the area of marketing that pertains to creating and maintaining the image or "brand" of a corporation. Some corporate brands with which most people are familiar would be:
- Coca Cola
- Wells Fargo
As you read each of those company names, no doubt certain images and products quickly crossed your mind. With each of those names you also likely have certain expectations and/or perceptions with regards to the products and services those highly visible and successful companies have been selling for decades. You also can probably readily picture the logo, along with its unique colors and shapes, of each of those companies. That, in a nutshell, is corporate branding, and it is the outcome of successful corporate marketing.
Corporate marketing establishes the identity of a corporation. It creates the visual identity in the minds of consumers, such as the company logo. For example, the red and white logo of Coca Cola has been around your entire lifetime. When a logo becomes that familiar, a consumer doesn’t even need to see the name, as the "brand" is recognized instantly.
A corporation's brand identity has to do with many things. These include the quality of the company's products or services, their customer service reputation, the degree of value the product or service provides, its unique features and benefits which satisfy customer needs, and the internal culture or "personality" of the company. New logos and names won't change those…those must be changed at the core of the company's organizational makeup.
The company name is also a key aspect of corporate branding. Successful companies typically choose short names which are easy to pronounce and easy to remember. Nike is a perfect example of that. Short, sweet and easy to remember. Often, consumers are buying the name when they purchase a product from a company like Nike.
It is important to understand that brand identity is much more than a logo or a name, even though many people think they are synonymous. The corporate brand really represents the heart and soul of a company. Changing a logo or a name, which many companies do at one time or another, often in an attempt to change or improve their image, doesn't change the underlying identity.
Consumer Confidence, by Association
Once consumers fall in love with one product by that company, they will often buy many other products which the company also sells. They buy the name because they expect all the other things they associate with that name such as high quality and great service. So when people start buying a name, a company can make considerable profits from their name.
Corporate branding is the most successful when a favorable public image and quality products or services are combined. As a result, when people buy that brand, they expect good quality and good service because they associate that with that brand.
Corporate branding can be very powerful in terms of a company's success. That being said, a bad product by the same company can also do a lot of damage. Consistency is key when it comes to corporate marketing and branding.
Business Administration and Marketing Schools
100% Online & No Standardized Testing
At Post University, we believe you shouldn’t have to put your life on hold to further your education.
Earn your graduate degree online with Northcentral University.
For over 35 years, Keiser University has maintained a practical, hands-on approach to career education to help our students achieve their personal and professional goals.
Welcome to Argosy University
Argosy University offers doctoral, master's, and bachelor's degree programs to students through its eight colleges: College of Behavioral Sciences, Graduate School of Business and Management, College of Education, College of Health Sciences, College of Arts and Sciences, College of Creative Arts and Design, College of Clinical Psychology and Western State College of Law at Argosy University as well as certificate programs in many areas.
A degree from CTU can connect you to what matters most: powerful professional network, faculty who are real-world professionals and innovative technology. So once you earn your degree you hit the ground sprinting. Are you in?
Become the leader you know you can be. The Forbes School of Business & TechnologyÒat Ashford University
Abilene Christian University is a national leader in Christian higher education and a place where students, faculty, staff and alumni make a real difference in the world.
If you want to make the world a better place, start at the University of San Francisco. Our 21st-century mission to create a more humane and just world comes alive in our diverse learning community and is broadened by our global orientation. You are challenged to reach higher standards and to use your education to promote justice and serve the common good. At the University of San Francisco, youll find the excellence inherent in an institution established over 150 years ago, and inherent in nearly five centuries of Jesuit education.
- Master of Public Administration