MQM2AM07-Products and Services

Module Provider: Business Informatics, Systems and Accounting
Number of credits: 20 [10 ECTS credits]
Level:5
Terms in which taught: Autumn / Spring / Summer module
Pre-requisites:
Non-modular pre-requisites:
Co-requisites:
Modules excluded:
Current from: 2023/4

Module Convenor: Dr Outi Lundahl
Email: o.lundahl@henley.ac.uk

Type of module:

Summary module description:

This module builds on the foundations laid in Organisations and the Environment to explore the principles of marketing and strategy in relation to the workplace more deeply.  Themes include stakeholder analysis; strategic resources and competencies; opportunities and competition (external market evaluation); Markets and marketing: research; market segmentation; marketing mix and planning; sales strategy; innovation and product development.

Aims:

The module aims to develop deeper knowledge and critical understanding of strategy and marketing.  Students are supported to apply these skills as they scrutinise the way their organisations operate.

The module aims to prepare students to:

1. Develop and implement organisational strategy and plans, including approaches to sustainability and stakeholders.


2. Assess the drivers of organisational change.


3. Create marketing and sales strategies, to segment and target relevant markets and customers (global and local), through the analysis of opportunities and ways to market.


4. Innovate in relation to product and service design.

Assessable learning outcomes:

By the end of the module the student will be able to:

1. Analyse the processes within an organisation that make up its operations and how these relate to the organisation’s strategy.


2. Develop and evaluate a marketing plan that contributes towards achieving strategic organisational objectives.


3. Critically assess their organisation's strategy and the process of strategic formation.


4. Analyse factors that drive change in their organisation and understand the organisation’s reaction or lack of reaction to those factors.

Additional outcomes:

Students should demonstrate how they have:

1. Applied their knowledge to understand the critical factors driving change in their organisation


2. The ability to evaluate an organisation’s marketing strategy


3. The ability to analyse and evaluate an organisation’s approach to strategy


4. Understand systems of innovation and product development

Outline content:

Students will examine the development of organisational strategies and plans, the development and delivery of operational plans and consider the factors impacting on effective marketing planning. They will explore factors that drive organisational change and responses to these. Students will consider creative approaches to developing solutions to meet customer need, through the use of customer insight and analysis of data to determine and drive customer service outcomes and improve customer relationships. They will also identify theory and models that will inform their thinking.  They will be expected to apply learning to their work place and be able to assess individual and organisational practice in the areas of strategy and marketing.

Brief description of teaching and learning methods:

The module will be taught using a blended learning approach.  This will include directed self-study, workshops, group work, peer support, and other learning activities.  During the module, students will follow a guided-learning path that will require them to read materials, access other core and optional learning materials and undertake a range of activities.  In addition to the learning path, students will attend workshops.  These are facilitated sessions that will help c onsolidate knowledge, apply it the workplace and develop higher order cognitive skills of analysis and evaluation.  Students will be expected to relate their learning to their day-to-day work.

Summative assessment- Examinations:

Summative assessment- Coursework and in-class tests:

Students will be required to write a 3,000 word assignment applying the theoretical concepts from the course to a practical workplace situation.

Formative assessment methods:

Students will have the opportunity to make presentations in their groups at the day workshops. They will receive feedback from their peers and course leader on the content and style of their presentations.

Students will have the opportunity to contribute to group online discussions as part of their preparation before they come to a workshop. Tutors will moderate and provide feedback on the general discussion.

Penalties for late submission:

University standard penalties for late submission are automatically generated

Assessment requirements for a pass:

40%

Reassessment arrangements:

By resubmission of coursework to the same brief

Additional Costs (specified where applicable):

Last updated: 19 April 2023