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Module information

Achieving Enduring Success

Module description

This module will cover 3 fundamental management topics: Marketing, Strategy, and Operations.

Many MBA graduates take up roles in large organisations where success can take many meanings.  In our view, success is not only creation of profit but also of social value.  These modules teach you about the practical marketing, operations and strategic decision-making tools that good organisers use to drive success, however this is defined.  Based on classroom learning, online learning, case study and simulation exercises you will learn how to use information and analysis to make a critical assessment of an organisation’s situation and recommend action that can sustain or improve performance.  

Full module specification

Module title:Achieving Enduring Success
Module code:MBAM960
Module level:M
Academic year:2020/1
Module lecturers:
  • Professor Mike Yearworth - Convenor
Module credit:30
ECTS value:

15

Pre-requisites:

None

Co-requisites:

None

Duration of module: Duration (weeks) - term 1:

12 days

Module aims

This module will equip you with the business fundamentals necessary to provide strategic leadership within organisations.

Marketing

Marketing is arguably the most strategic of business disciplines, as interactions between the organisation its customers and competitors form the basis for understanding, leading to innovation and change of the offering - what it is that the organisation does - to meet, or address, or even shape the needs of its customers.  Marketers are in a unique position to explore customer perceptions and behaviours and hence how the organisation can survive and grow.  How marketers communicate their insights and understanding within their organisations is almost as important as how they do it externally. This module aims to explore the ways in which analyses of customers and competitors can be structured and organised, in order to develop successful marketing strategies and plans.

Strategy

The aim of this module is to introduce strategy through an intellectually stimulating, and academically rich, yet practical study of strategic management. The module challenges and integrates theoretical ideas in strategic management. The module explores the ideas of both leading scholars to discuss what strategy comprises, and prominent practitioners to establish how strategy is implemented. The aims of the module are: to understand 21st century challenges such as globalisation, sustainability and responsible management from a strategic management perspective; to develop the ability to analyse and develop a holistic approach to strategic issues; to develop a critical understanding of strategic thinking and its implications for organisations.

Operations

Central to any organisation is its operational capability to reliably transform materials and resources into products and services for its customers with the desired quality and service levels. The aims of the module are to understand the challenges facing the organisation of operations in the context of a rapidly evolving technology landscape and need to achieve sustainability targets. The module takes an analytical approach and introduces the necessary concepts, theories, frameworks, and tools of strategic operations management so that existing operations can be analysed and improved, and new operations designed in the light of these challenges.

ILO: Module-specific skills

  • 1. identify and apply appropriate theoretical principles to analyse complex organisational problems, offering a consistently strategic perspective;
  • 2. use an integrated and holistic perspective when making strategic recommendations to issues related to growth, competition, and customer offering;
  • 3. critically analyse an organisation’s competitive environment, evaluate competitive positions, and identify core competences using various tools and models of strategy;
  • 4. explain the evolution, challenges and consequences of new business models and sustainable production.

ILO: Discipline-specific skills

  • 5. assess whether organisations have developed successful segmentation, positioning, branding and communication strategies in order to evaluate the impact of marketing on shaping customers’ choices, and behaviour;
  • 6. critically evaluate the role of operations within different business models and analyse organisations using standard benchmarking;
  • 7. demonstrate a critical understanding of strategic management tools and concepts and evaluate firm strategies in light of global challenges;
  • 8. analyse changing customer demands and customer trends to align strategy with external political, environmental, social and technological implications.

ILO: Personal and key skills

  • 9. present and defend strategic analyses in multiple forms (written, verbal, digital) based on case material, desk based and empirical research;
  • 10. give and receive feedback at all levels, building confidence and developing trust that enables Self and others to take more assertive actions;
  • 11. work effectively in multi-cultural groups to research, explore and prepare a persuasive and carefully considered argument against an assignment or client brief;
  • 12. improve personal effectiveness through consciously and diligently developing own communication skills.

Syllabus plan

Marketing

  • Introduction to marketing and marketing arithmetic
  • External Analysis in Marketing Strategy
  • Sustainable Competitive Advantage
  • Developing and implementing a marketing strategy
  • Market Realities versus Market Rhetoric
  • Branding
  • Strategic marketing case studies
  • Simulation for New Product Development

Strategy

  • What is strategy?
  • Models theories and concepts
  • External and internal analysis
  • Building tomorrow’s capabilities
  • Scenario planning and horizon scanning

Operations

  • Key concepts, models and frameworks
  • Industry dominant and emerging strategies
  • Modelling, simulation and analytics for performance analysis
  • Managing supply networks
  • Service operations, quality and the customer experience
  • Disruptive innovation
  • Eliminating waste, re-use and re-manufacturing

Indicative learning resources - Basic reading

Basic reading Marketing:

  • Doyle, P., & Stern, P. (2006). Marketing management and strategy (4th ed.). Harlow: Pearson Education.
  • West, D., Ford, J., & Ibrahim, E. (2015). Strategic marketing: Creating competitive advantage (3rd ed.). Oxford: Oxford University Press. 

 

Basic reading Strategy:

  • Hitt, M.A., Ireland, R.D., & Hoskisson, R.E. (2020). Strategic management: Competitiveness and globalization (13th ed.). Boston, MA: Cengage Learning.
  • Thompson, A.A., Peteraf, M.A., Gamble, J.E., Strickland III, A.J., Janes, A., & Sutton, C. (2017). Crafting and executing strategy: the quest for competitive advantage: concepts and cases (2nd international ed.). London: McGraw Hill Education.

 

Basic reading Operations:

  • Brown, S., Bessant, J., & Jia, F. (2018). Strategic operations management (4th ed.). London: Routledge.
  • Slack, N., & Brandon-Jones, A. (2019). Operations management (9th ed.). Harlow: Pearson Education.

 

ELE –

Operations: https://vle.exeter.ac.uk/course/view.php?id=10993

Strategy: https://vle.exeter.ac.uk/course/view.php?id=10994

Marketing: under construction

Last revision date

06/08/2020