الجامعة المتكاملة

Code: UITB504CM   Title: Marketing & Operations Management      Version: 1

 Level: M                                   UIT credit rating: 3

 Module type: Standard

 Valid from: March 2003

 Contributes towards: MBA (see notes)

 Pre-requisites: None

 Co-requisites: None

 Excluded combinations: None

 
Learning outcomes:

On completion of this module successful participants should be able to:

a)         Knowledge and Understanding
appreciate the importance of theories, concepts and language of strategic marketing and operations management within different organisational settings discuss strategic formulation and processes for gaining the competitive advantage in the marketplace understand the management role in creating and developing an innovative organisation. 

b)         Subject-specific Skills
appreciate the interfunctional relationships between marketing and operations management understand the concept of value added strategy from product design, process selection to distribution and marketing critically appraise managerial decision making regarding marketing and operations management practices. 

c)         Cognitive Skills
develop competency in strategic marketing and operations management through critical analysis of current market trends and practices evaluate the role of marketing and operations management functions within different organisational settings. evaluate how real companies build and implement effective strategies. 

d)         Transferable Skills
demonstrate the maturation of judgement and decision making in relation to strategic marketing and operations management through independent reflection and group discussion critically discuss issues relating to strategic marketing and write reports describing current marketing and operational management  in ones workplace demonstrate research skills to gain executive confidence and to keep abreast of changes in relevant industry and market.

Syllabus Outline:

●  Introduction to operations management and marketing
●  Competitiveness, strategy formulation and implementation
●  Value creation model
●  Value added strategy: product design, process selection and marketing
●  New product development
●  Aggregate planning
●  Pricing objectives and policies
●  Managerial decision making
●  Assessing opportunities in the changing marketing environment
●  Developing innovative marketing plan
●  Internet marketing intelligence
●  Marketing’s role in non-profit organisations

 Teaching and Learning Approaches:

The 12-topics lecture programme covers the theoretical and concepts underlying marketing and operations management.  Online discussion and problem solving provide opportunities for engaging with materials in a flexibly structured manner.  Strategic analyses of case studies relate theory to actual practice that arrives at appropriate conclusion.

 Indicative Readings:

Aaker, D. (2001). Strategic Marketing Management, 6^th Edition, Wiley. 

Baker, S. (2003). New Consumer Marketing, Wiley. 

Bradley, F. (2003). Strategic Marketing: In the Consumer Driven Organisation, Wiley. 

Brassington, F. and Pettitt, P. (2003). Principles of Marketing, Pearson Publication. 

Brennan, R. and et al (2002). Contemporary Strategic Marketing, Palgrave. 

Doole, I. And Lowe, R. (2003). International Marketing: Strategy, Analysis and Development, 3^rd Edition, Thomson Learning. 

Ford, D. and et al (2001). The Business Marketing Course: Managing in Complex Networks, Wiley.

Gaither, N. and Frazier, G. (2002). Operations Management, 9^th Edition, Thomson Learning.

Krajewski, L. and Ritzman, L. (2002). Operation Management: Strategy and Analysis, 6^th Edition, Pearson Publication.

King, J.K. (2001). Operational Risk: Measurement and Modelling, Wiley.

McAuley, A. (2001). International Marketing: Consuming Globally, Thinking Locally, Wiley.

Meredith, J. and Shafer, S. (2001). Operations Management for MBA’s, Wiley.

Waller, D. (2001). Operations Management: A Supply Chain Approach, Thomson Learning.

Wilson, A. (2003). Marketing Research: An Integrated Approach, Pearson Publication.

Assessment

Weighting between components A and B:                A = 50% ; B = 50%

ATTEMPT 1

First Assessment Opportunity
Component A
Description of each element                                                                 Element weighting
1.  Essay (1,500 words)                                                                                        1 

Component B
Description of each element                                                                         
1. Examination                                                                                                       1 

Second Assessment Opportunity (further participation is not required)
Component A
Description of each element
1. Essay (1,500 words)                                                                                         1 

Component B
Description of each element                                                                         
1. Examination                                                                                                       1

Specification confirmed by……………………………………Date……………………..
Faculty Dean/Programme Manager