Project Managment 2011

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Elective descriptions MSc Marketing

Project Management2010-2011

Module Code: PM

Module Title: Project Management

Credit Value & Level: 20, 7

1.0 Introduction:There is an increasing orientation for corporate business process and organisation to revolve aroundprojects. Companies strive to differentiate themselves and reduce delivery cycle time. The ability tosuccessfully manage such projects ensuring theiron time on budget completion is critical. The traditional,technical view of project management may not bring about the transformational change that increasinglyorganisations require. Learners within project-orientated organisations require an in depth understanding

of organisational management and its relationship to successful project management.

2.0 Learning Aims and Outcomes of the Module:The aim of the module is to increase learners knowledge of project management. The module assists inlearners understanding of the relationship between corporate and project strategy as well as generalmanagement principles and techniques. The module also aims to improve learners capacity for effectivedecision making in a project orientated environment and apply project management principles to businesssituations. Finally, the module aims to help learners attain self confidence as senior managers withinproject oriented organisations

2.1 Key Learning Aims of the Modules:y Apply a variety of theoretical concepts and frameworks on which the project management

knowledge systems is basedy Apply effective methodologies, tools and techniques applicable to managing contemporary

projectsy Apply knowledge and understanding of traditional and emerging modes of application of project

management philosophy in contemporary organizational environments

At the end of the module, learners will have developed an understanding of current project managementmethodology, will be able to make comparisons with their own experience in organizations will be able tocompare and contrast different project environments as well as increase their understanding of commercial and behavioural issues in the management of projects.

2.0 Learning Outcomes of the Module:At the end of this module learners will have:

2.2.1 Knowledge & Understanding:y Knowledge of the phenomenon of project life cycle and alternative approaches to management of

projectsy An understanding of project management techniquesy Knowledge of project implementation and the project planning processy A perspective on successful project delivery and post project outcomes


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y Develop skills to critically analyze and evaluate current project management practices inorganizations and offer competent suggestions for improvements of existing project managementprocesses

y Identify and examine the criteria for measuring successful performance of a given project, andunderstand and respond to the critical success factors

y Develop skills to cope with pressures caused by limited power base, availability of resources andmulti-objective nature of a project coalition

y Use appropriate approaches, tools and techniques to project planning, monitoring, control,evaluation, project risk analysis and risk management

2.2.2 Industry Related/Transferable Skills:y The ability to critically evaluate the applicability and effectiveness of available project

management concepts, methodologies and techniques to problem solving and managerialdecision making in a range of project environments

2.2.3 Indicative Content:y The phenomenon of project life cycle and alternative approaches to management of projects;

conventional and emerging criteria for project successy Introduction to project management techniques; methods and processes, project selection,

project proposal, project brief, tendering and bidding procedures, contracts and procurementstrategies

y Organizational design for project management; project organization structure, project managersauthority, responsibility and accountability

y Interpersonal dynamics; communication and culture, conflict management, negotiationtechniques, project leadership and project team

y Dynamics of project life cycle; project planning process: the tools, techniques and their applications to a variety of project types;

y Project implementation; project monitoring and control tools and techniques, configuration

management, milestone-based control, activity based control, change managementy Variance and change; cost control: cost variance, earned-value analysis, S-curve project

stakeholder managementy Uncertainty and decision making; types of project evaluation; project audit, project risk

assessment and risk managementy Project success; a multiple perspective view and project deliverable / outcomes; project

termination, organizational change projects, project management information systems.

2.2.4 Teaching and Learning Activities:The module leaders will aim to combine lectures with seminar activities. This environment will provideopportunities for the learner to understand the module material through case studies, text and videomaterial and to apply it in a practical way.

2.3 Teaching Ethos:The colleges approach towards teaching and learning is simple and effective. The main aim of LSBF is toassist learners to maximize their potential by ensuring that they are taught clearly and effectively. This willenable learners to engage with the learning environment and promote success in both their academicstudies and subsequent career. 2.3.1 Modes of Delivery:LECTURES:


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4.2 Recommended Reading:Buttrick, R. (2005). T he Project Workout (3 rd Edition) Harlow: Pearson Education.

Gray, C. F., Larson, E. W . (2006). Project Management: T he Managerial Process, (3 rd Edition), London: McGraw-Hill.

Kerzner, H. (2006). Project Management: A Systems Approach to Planning,Scheduling and Controlling . (9th Edition) London: John W iley and Sons.

Meredith J. R. and Mantel S. J. (2006). Project Management: A Managerial Approach. (6 th Edition)London: John W iley and Sons.

4.3 Journals & Newspaper:Publications by the Association for Project ManagementThe International Journal of Project ManagementHarvard Business ReviewEuropean Management JournalInternational Journal of Quality and Reliability ManagementThe Economist

The Financial Times

4.4 Other Sources:Relevant information is available from non academic sources on the internet. Great care must be takenas internet content is published for marketing purposes. Most of the web sites are of consultingcompanies and commercial training providers hence often present a one sided view of a subject and thecontent may not be supported by real facts. Little or no credit is given if such material is used asevidence, without support from academic sources.

Learners are given credit for using a wide range of academic sources in their assignments.


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G lobal Marketing2009 - 2010

Module Code: G M

Module Title: G lobal Marketing


1.0 Introduction:The effect of globalisation is influencing many aspects of the business world. Topmanagement has a responsibility to respond and to develop approaches that prepareorganisations for the effects of globalisation. One such approach is to understand theglobal marketing context. This module develops an understanding of international

marketing environments, global strategies and the components of global marketingplans. Students will be able to appreciate issues around global marketing decision-making processes within various organisations.

2.0 Learning Aims and Outcomes of the Module:To develop the necessary skills, capabilities and competencies to develop aninternational marketing strategy.

2.1 Key Learning Aims of the Moduley To understand the global marketing environment and its impact on marketing

strategy formulation in the context of the International Marketing Manager y To develop and evaluate global strategiesy To assess the application of international marketing theory and practice in

various organisationsy To provide students with coherent frameworks and theory and practice so that

they develop a strategic approach to global marketing

2.2 Learning Outcomes of the ModuleOn successful completion of the module the learner will have:

2.2.1 Knowledge & Understandingy Discuss and critically assess the main approaches to global marketingy Identify and analyse information needed to establish and implement effective

global marketing decisions, policies and strategiesy Critically analyse and evaluate global marketing practices employed by

organisations in different contexts


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y Identify management problems in the area of global marketing and criticallyevaluate alternative course of actions dependent on the context of the situation

2.2.2 Industry Related / Transferable Skills:y

Enhanced ability to use and present quantitative & qualitative data, in suitableformats that increase understanding by the use of appropriate techniques andapplication of IT skills

y At the end of this module, students will be able to work effectively in teams andhave improved interpersonal skills

2.2.3 Indicative Contenty Introduction to global marketing environment and cross-cultural management

issuesy Finding international market spaces marketing researchy Market entry strategiesy Global expansion strategiesy Competitive advantage, business strategy and organisational structures in global

contexty International marketing strategic planning process, segmentation, targeting and

positioningy International marketing mix decisionsy Constructing the international value chain

2.2.4 Teaching and Learning ActivitiesThe module tutor(s) will aim to combine lectures with tutorial activities. This environmentwill provide opportunities for the student to understand the course material through casestudy and text and to apply it in a practical way. The intent is to facilitate interactiveclass activities, and discussion about the significant role of research in a global andlocal business environment.

2.3 Teaching EthosThe colleges approach towards teaching and learning is simple and effective. The mainaim of LSBF is to assist learners in maximising their potential by ensuring that they aretaught clearly and effectively. This will enable students to engage with the learning

environment and promote success in both their academic studies and subsequentcareer.

2.3.1 Methods of Delivery:LECTURES:Thesewill be developed around the key concepts as mentioned in the indicative coursecontent and will use a range of live examples and cases from business practice todemonstrate the application of theoretical concepts. This method is primarily used to


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identify and explain key aspects of the subject so that learners can utilize their privatestudy time more effectively.


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SEMINARS:These act as additional complements to the lectures. The seminars are designed to givelearners an opportunity to test their understanding of the material covered in thelectures and private study with the help of reference books. This methodology usuallycarries a set of questions identified in advance. Seminars are interactive sessions led bythe learners. This method of study gives the learner an excellent opportunity to clarifyany points of difficulty with the tutor and simultaneously develop their oralcommunication skills.

CASE STUDIES: An important learning methodology is the extensive use of case study. They enablelearners to apply the concepts that they learn in their subjects. The learners have tostudy the case, analyse the facts presented and arrive at conclusion andrecommendations. This assists in the assessment of the learners ability to apply to thereal world the tools and techniques of analysis which they have learnt. The case studyserves as a supplement to the theoretical knowledge imparted through the course work.

3.0 Assessment Strategy:

3.1 Skills AssessmentThe skills related to the module will be assessed as part of the learning outcomesidentified above.

3.2 Methods of Assessment:Assessment

Title

Weight

towardsfinal grade

Pass

mark

Outline details Submission

DateCoursework 50% 40% International

Marketing StrategyTBC

Examination 50% 40% Open Book TBC

3.3 Feedback Policy:W herever possible, staff will aim to return marked coursework with individual feedbackon student performance within fifteen working days of submission . If there is a delayin the marking process, LSBF will advise a new anticipated return date.

3.4 Plagiarism:Plagiarism is primarily defined as copying or paraphrasing another persons work(published or unpublished) without clearly acknowledging it. Regardless of whether it isintentionally or unintentionally done, plagiarism is considered to be unfair practice and isstrictly forbidden. Those students found guilty of plagiarism will fail the assignment.


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Students can re-submit the assignment but the re-submitted assignments mark will becapped at the pass mark only.

4.0 Source Material: As well as your Student Study Guide for this module you are expected to make full use

of the following sources;

4.1 Core Reading Albaum G &Duerr E (2008), I nternational Marketing and Export Management, (6 th Ed),Pearson Education

4.2 Recommended Reading:Jain, S. C., (2001) I nternational Marketing , 6th edition, Thomson Learning, London.

Bradley, F., (2002) I nternational Marketing Strategy 4th edition, Pearson Education,

Harlow, UK Albaum, G, Strandskov, J., &Duerr, E., (2002 ) I nternational Marketing & Export Management , 4th edition, Pearson Education, Harlow, UK

Cateora, P. R., & Graham, J.L., (2002 ) I nternational Marketing , 11th edition,McGrawhill, USA

Czinkota, M. R., &Ronkainen, I. A., (2001 ) Best Practices in I nternational Marketing ,Harcourt Brace College Publishers, Fortworth, TX, USA

Czinkota, M. R., &Ronkainen, I. A., (2001)I nternational Marketing , 6th edition, HarcourtBrace College Publishers, Fortworth, TX, USA

Doole, I., & Lowe, R., (2001 ) I nternational Marketing: Analysis, Development and I mplementation , 3rd edition, Thomas Business Press

Hollensen, S., (2007) Global Marketing: A Market-Responsive Approach 4th edition,Prentice Hall Europe, Hemel Hempstead, UK

Jeannet, J., &Henessey, H., (1995 ) Global Marketing Strategies , 3rd edition,International Edition, Houghton Mifflin Co., UK

Keegan, W . J., &Schlegemilch, B. B., (2001 ) Global Marketing Management: A European Perspective , Pearson Education, Harlow, UK

Keegan, W . J., (1999) Global Marketing Management , 6th edition, Prentice-HallInternational Inc., Upper Saddle River, NJ, USA

Kotabe, M. and Helsen, K. (2007) Global Marketing Management W iley; 4 edition


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Kotler, P., (1998) Marketing Management: Analysis, Planning, I mplementation, and Control , 7th edition, Prentice-Hall International Inc., Englewood Cliffs, NJ, USA

Mulbacher, H., Dahringer, L., &Leihs, H ., I nternational Marketing: A Global Perspective ,

2nd edition, International Thomson Business Press, LondonPerrault, W . D., & McCarthy, E.J., (2002 ) Basic Marketing: A Global-Managerial Approach 14th edition, McGraw-Hill, USA

Paliwoda, S. J., & Thomas, M.J., (1998) I nternational Marketing , 3rd edition,Butterworth-Heinemann, Oxford, UK/ W oburn, MA, USA

4.3 Journals & Newspaper: ABI/Inform global (journals)Osiris (companies)Datamonitor (market surveys, available via Osiris)

Financial Times onlineEconomistTimes & Sunday Times

Athens databaseWall Street Journal Europe (daily business newspaper)Eurobusiness (monthly business magazine)Financial T imes (daily business newspaper)Fortune (monthly business magazine)Business Week (weekly business magazine)Marketing Week (monthly marketing oriented magazine)Journal of Marketing Journal of I nternational Marketing I nternational Marketing Review (M I R)I nternational Journal of Research and Marketing Research: T he Journal of the Market Research Society McKinsey Quarterly Strategy & Business Strategic Management Journal (SMJ)European Management Journal (EMJ)Harvard Business Review (HBR)Journal of Long Range Planning (LRP)

4.4 Other Sources:Relevant information is available from non-academic sources on the internet. Great caremust be taken as internet content is published for marketing purposes. Most of the websites are of consulting companies and commercial training providers hence oftenpresent a one sided view of a subject and the content may not be supported by realfacts. Little or no credit is given if such material is used as evidence, without support


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from academic sources. Students are given credit for using a wide range of academicsources in their assignments.

y The Charter Institute of Marketing http://www.cim.co.uk/cimhttp://www.cim.co.uk/cim/ser/html/knoTopic.cfm?objectID=793B8A35-F488-42A8-94D2D5E27813B52C

y Marketing Magazine is now also available at http://www.marketing.haynet.comand includes an archive of Features and Online News

y Marketing Online: Internet marketing and e-marketing, training, consulting,knowledge http://www.marketing-online.co.uk/

y Industry news, views and publicationshttp://www.dragonbrands.com/dart/0001.htm

y The W orld's Only FREE Knowledge Database on Business, Advertising,Marketing, Image and the Brand http://www.personako.com/

y The Institute for Learning and Research http://www.bized.co.uky Guerrilla Marketing http://gm.clickndrop.com/cnd/newsletter y BBC marketing communications news and publications

http://www.bbc.co.uk/dna/h2g2y UK online for business is a DTI-led programme that offers expert, impartial,

jargon-free advice, plus information and support on the best use of technology for small and medium-sized business (SMEs). Across the UK there are nearly 400UK online for business Advisers. They are there to help you make the most of technology in your business.http://www.ukonlineforbusiness.gov.uk/cms/template/gatewayhome/310294.htm

y PR activities on the web http://www.number-10.gov.uk/output/Page1.asp


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Internet and Digital Marketing Communications2009 - 2010

Module Code: IDMC

Module Title: Internet and Digital MarketingCommunications


1.0 Introduction:In this module students will understand Internet and Digital Marketing communicationstrategies, and elements of law that particularly apply to the digital media.

Students will also examine the search engines methodology to get an understanding of how they work and what they look for. Examination and evaluation of optimisationreports to provide improvements that certain pages require will be central to this sectionand will influence any designs the students are producing. In addition to the searchengine optimisation work (SEO), students will also be taught to develop accessible webpages according to accepted standards and principles.

Search Engine marketing is also covered in this section, including Ad W ords, Overtureand MSN PPC, giving the students a full and complete understanding of W ebadvertising tools. The module will equip the students with all the relevant and up-to-date

techniques and information to ensure maximum return from search engine activities.

2.0 Learning Aims and Outcomes of the Module:The aim of this module is to explore the rise of the Internet and its impact on marketingaround the globe. It builds on the main strengths of the digital media discipline - thecommunications opportunities offered. W ithin the Digital Communications Strategysection, fundamental web design principles will be covered, including obtainingfamiliarity with web-based environments and platforms.

2.1 Key Learning Aims of the Moduley Determine effective digital marketing principles in the context of business and

societyy Identify effective strategies, tools and development approaches for digital

marketingy Compare and contrast implementation of appropriate customer-centric strategies

such as customer relationship management (CRM) and data modelingy Examine critically advanced theoretical frameworks.


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y Integrate the theoretical, conceptual and analytical considerations of digitalmarketing management.

y At the end of the course, you will have mastered a range of methods andtechniques and have a clear appreciation of their theoretical and empiricalfoundations, range of relevance, applicability and limitations.

2.2 Learning Outcomes of the Module:On successful completion of the module the learner will have:

2.2.1 Knowledge & Understandingy Use appropriate marketing terminology, concepts, theories and models applied in

a variety of digital marketing settings.y Describe the inter-related nature of the basic digital marketing concept and the

business environment.y

Analyse the elements of the digital marketing mix and the role of differentelements in achieving marketing objectives.y Demonstrate a critical appreciation of a variety of market research techniques in

digital marketing environmenty Identify and evaluate effective development and implementation of digital

marketing strategiesy Describe the components of a professional digital marketing communications

plan and strategy.y Appreciate the dynamic nature of marketing in a changing, global business

environment.y To think strategically about a given companys digital marketing approach in

order to ensure the creation and capture of valuey Analyse a digital marketing strategy within a structured framework, incorporating

market positioning, performance objectives and success factorsy Debate and appreciate interpretations and applications of academic theory &

practicey Synthesise relevant literature from a diverse range of perspectives on specific

aspects of digital marketing management, identify knowledge gaps and proposeresearch through which the identified gaps could be addressed.

2.2.2 Industry Related / Transferable Skills:


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y Formulate/develop coherent strategies that are holistic in nature and internallycongruent in terms of both conceptual and operational requirements of marketingmanagement.

y Carry out independent study and research in the subject areas of the coursey Analyse the environment, market, competitors, customers and other functional

areas from the perspective of the digital marketing functiony Demonstrate how digital marketing could be organised and applied in a business

context.y Effectively communicate research findingsy Debate contested issues in the field

2.2.3 Indicative Contenty Principles of Internet Marketing; definition, aims and originsy Introduction to e-Promotion strategiesy Principles of mobile marketingy Strategic digital marketingy Management and assessment of digital marketing communicationsy Digital media and advertisingy Internet communications channels and strategiesy Managing direct and database marketingy Consumer behaviour in cyber environmenty Interactive communications with customers and consumersy New media, new trendsy

Strategic considerations of internet marketing


2.3 Teaching Ethos

The colleges approach towards teaching and learning is simple and effective. The mainaim of LSBF is to assist learners in maximising their potential by ensuring that they aretaught clearly and effectively. This will enable students to engage with the learningenvironment and promote success in both their academic studies and subsequentcareer.


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2.3.1 Methods of Delivery:LECTURES:These will be developed around the key concepts as mentioned in the indicative coursecontent and will use a range of live examples and cases from business practice todemonstrate the application of theoretical concepts. This method is primarily used to

identify and explain key aspects of the subject so that learners can utilize their privatestudy time more effectively.

SEMINARS:These act as additional complements to the lectures. The seminars are designed to givelearners an opportunity to test their understanding of the material covered in thelectures and private study with the help of reference books. This methodology usuallycarries a set of questions identified in advance. Seminars are interactive sessions led bythe learners. This method of study gives the learner an excellent opportunity to clarifyany points of difficulty with the tutor and simultaneously develop their oralcommunication skills.




3.2 Methods of Assessment:AssessmentTitle

Weighttowardsfinal grade

Passmark

Outline details SubmissionDate

Coursework 50% 40% Marketing planning TBCExamination 50% 40% Open Book TBC



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3.4 Plagiarism:Plagiarism is primarily defined as copying or paraphrasing another persons work(published or unpublished) without clearly acknowledging it. Regardless of whether it isintentionally or unintentionally done, plagiarism is considered to be unfair practice and is

strictly forbidden. Those students found guilty of plagiarism will fail the assignment.Students can re-submit the assignment but the re-submitted assignments mark will becapped at the pass mark only.

4.0 Source Material: As well as your Student Study Guide for this module you are expected to make full useof the following sources;

4.1 Core ReadingChaffey, D. (2006) I nternet Marketing: Strategy, I mplementation and Practice Prentice

Hall; 3 edition

4.2 Recommended Reading: Aaker D. Strategic Market Management W iley; 8 edition (March 9, 2007)

Aaker, D. and McLoughlin, D (2007) Strategic market management.European edition.Chichester, John W iley. (European edition).

Adamson, AP (2008)BrandDigital: Simple W ays Top Brands Succeed in the DigitalW orld Palgrave Macmillan

Chaffey, D and Smith, P. (2008) eMarketingeXcellence, T hird Edition: Planning and optimising your digital marketing (Emarketing Essentials) Butterworth-Heinemann; 3edition

Chernev A. and Kotler P.Strategic Marketing Management, 3rd Edition Brightstar Media,Inc.; 3rd edition (July 1, 2008)

Cocoran, I (2007) T he Art of Digital Branding Allworth PressGilligan, C. and W ilson, R.Strategic Marketing Management, Third Edition: planning,implementation and control Butterworth-Heinemann; 3 edition (2005)

Hooley, G. Saunders, J. Piercy, N. and Nicoulaud, B. Marketing Strategy andCompetitive Positioning (4th Edition) South- W estern College Pub; 4 edition (2007)

Lambin, J., Chumpitaz, R. and Schuiling, I.Market-Driven Management, Second Edition:Strategic and Operational Marketing Palgrave Macmillan; 2nd edition (2007)

Hafner, K. (2003) Where Wizards Stay Up Late: T he Origins of the I nternet London -Free Press


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Hanson, W . and Kalyanam, K. (2006) I nternet Marketing and e-Commerce South-W estern College Pub; 1 edition

Krug, S. (2002) Dont make me T hink! A Common Sense Approach to Web Usability

USA - New Rider Lehmann, D. Analysis for Marketing Planning McGraw-Hill/Irwin; 7 edition (2007)

McDonald, M., and W ilson, H. (2002) T he New Marketing: Drive the Digital Market or I t Will Drive You London Elsevier

Roberts, ML (2007) I nternet Marketing: I ntegrating Online and Offline Strategies AtomicDog; 2 edition

Ryan, D and Jones, C (2009) Understanding Digital Marketing: Marketing Strategies for

Engaging the Digital Generation Kogan PageW ertime, K and Fenwick, I (2008) DigiMarketing: T he Essential Guide to New Mediaand Digital

W iley W ind, J. (2001) Digital Marketing: Global strategies from the world are leading experts - USA - John W iley and Sons Inc

4.3 Journals & Newspaper:Journal of MarketingCampaign

European Journal of MarketingMarketing W eekThe Marketer (CIM)Precision Marketing (Haymarket)International Journal of MarketingHarvard Business Review

4.4 Other Sources:Relevant information is available from non-academic sources on the internet. Great caremust be taken as internet content is published for marketing purposes. Most of the web

sites are of consulting companies and commercial training providers hence oftenpresent a one sided view of a subject and the content may not be supported by realfacts. Little or no credit is given if such material is used as evidence, without supportfrom academic sources. Students are given credit for using a wide range of academicsources in their assignments.

y www.cim.co.uk


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y www.emarketer.comy www.wisemarketer.comy www.mad.co.uky www.marketingmagazine.co.uky

www.rnib.co.uky www.w3c.org


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Web-Marketing Metrics, Analysis and Evaluation2009 - 2010

Module Code: WMAE

Module Title: Web-Marketing, Analysis and Evaluation


1.0 Introduction:Modern business uses performance indicators to assess success and failure. In thismodule, students will gain an appreciation of the digital metric and analysis tools andmethods available to report digital marketing performance. The module will also requirestudents to evaluate and report on the trends they see, and use the various software

interfaces to present their findings. The measurement and tracking will also cover thetracking of Pay-Per-Click (PPC) and affiliate marketing programmes.

Product and service development is vital for the continued success of companies.Students will appreciate different methods of New Product Development (NPD) and howthey can be applied to the digital environment. In this module, students will not onlylearn how they can use a new product development process to develop or redevelop awebsite but also how they can use the electronic media to help define, develop, trackand report development progress.

Privacy is important in the digital environment and so system design and security isvital. Students will appreciate the methods and issues of system design, and thecomplexities of system and website security. This module is not a technical guide tobuilding secure systems, but will allow students to manage experts. W ithin this module,students will also get firsthand experience of how to develop a security policy andimplement it onto a computer system.

2.0 Learning Aims and Outcomes of the Module:The aim of this module is to explore to equip marketing managers with practical toolkitof assessment and management of web and digital marketing activities in various

business contexts.

2.1 Key Learning Aims of the Moduley Identify and evaluate website traffic analysis tools, reports and techniquesy Contextualise the management, evaluation & reporting of affiliate marketing

programmes


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y Determine effective strategies for the tracking, evaluation and reporting of e-marketing campaigns

y Understand the development, management and tracking of effective e-businesskey performance indicators (KPIs)

y At the end of the course, you will have mastered a range of methods andtechniques and have a clear appreciation of their theoretical and empiricalfoundations, range of relevance, applicability and limitations.


2.2.1Knowledge & Understandingy Identify and evaluate effective development and implementation of digital

marketing metrics strategiesy

Critically evaluate the design and development of online security techniquesy Determine and evaluate the most appropriate planning methodology and

techniques for the digital environmenty Demonstrate use of appropriate project performance, metrics, management and

reporting techniquesy Effectively use relevant design, development and management techniques to

secure online elements, e.g. databases, checkout pages, etcy Effectively use a range of appropriate ICT skills, in particular project

management and digital securityy Analyse a range of complex scenarios for decision-making

2.2.2 Industry Related / Transferable Skills:y Formulate/develop coherent strategies that are holistic in nature and internally

congruent in terms of both conceptual and operational requirements of digitalmarketing assessment and control.

y Carry out independent study and research in the subject areas of the coursey Analyse the environment, market, competitors, customers and other functional

areas from the perspective of the digital marketing management evaluationy Demonstrate how digital marketing could be organised and applied in a business

context.y Effectively communicate research findingsy Debate contested issues in the field

2.2.3 Indicative Content y W eb site traffic analysis and toolsy W eb Trends


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y Pay-Per-Click Analysisy E-marketing campaigns analysis and evaluationy New Product Development process in digital environmenty E-Research and Focus groupsy

Security and systemsy Interactive communications with customers and consumersy W eb 2.0. and social network marketing assessmenty Return on web and digital marketing investmentsy Marketing and business metrics to evaluate performance of the digital marketingy Evaluation and financial reporting methodsy Strategic, ethical and law considerations in web-marketingy Critical evaluation of web-marketing impact on overall marketing performance of

the organisation


2.3 Teaching EthosThe colleges approach towards teaching and learning is simple and effective. The mainaim of LSBF is to assist learners in maximising their potential by ensuring that they aretaught clearly and effectively. This will enable students to engage with the learningenvironment and promote success in both their academic studies and subsequentcareer.

2.3.1 Methods of Delivery:LECTURES:These will be developed around the key concepts as mentioned in the indicative coursecontent and will use a range of live examples and cases from business practice todemonstrate the application of theoretical concepts. This method is primarily used toidentify and explain key aspects of the subject so that learners can utilize their privatestudy time more effectively.

SEMINARS:These act as additional complements to the lectures. The seminars are designed to givelearners an opportunity to test their understanding of the material covered in thelectures and private study with the help of reference books. This methodology usually


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carries a set of questions identified in advance. Seminars are interactive sessions led bythe learners. This method of study gives the learner an excellent opportunity to clarifyany points of difficulty with the tutor and simultaneously develop their oralcommunication skills.


3.0 Assessment Strategy:3.1 Skills AssessmentThe skills related to the module will be assessed as part of the learning outcomesidentified above.3.2 Methods of Assessment:

AssessmentTitle


Passmark


Coursework 50% 40% Critical DigitalMarketing Plananalysis

TBC

Examination 50% 40% Open Book TBC


3.4 Plagiarism:Plagiarism is primarily defined as copying or paraphrasing another persons work

(published or unpublished) without clearly acknowledging it. Regardless of whether it isintentionally or unintentionally done, plagiarism is considered to be unfair practice and isstrictly forbidden. Those students found guilty of plagiarism will fail the assignment.Students can re-submit the assignment but the re-submitted assignments mark will becapped at the pass mark only.


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4.1 Core Reading

Kaushik, A (2007)W

eb Analytics: An Hour a Day Sybex4.2 Recommended Reading:Chaffey, D (2006) Internet Marketing: Strategy, Implementation and Practice PrenticeHall; 3 edition

Chaffey, D and Smith, P. (2008)eMarketingeXcellence, Third Edition: Planning andoptimising your digital marketing (Emarketing Essentials) Butterworth-Heinemann; 3edition

Cooper, R. (2001) W inning at New Products: Accelerating the Process from Idea to

Launch London - Perseus BooksDavis, J. (2006) Marketing Metrics: How to create Accountable Marketing plans thatreally work USA - John W iley and Sons (Asia)

Hanson, W . and Kalyanam, K. (2006) Internet Marketing and e-Commerce South-W estern College Pub; 1 edition

Krug, S. (2002) Dont make me Think! A Common Sense Approach to W eb Usability USA - New Rider

Lehmann, D. Analysis for Marketing Planning McGraw-Hill/Irwin; 7 edition (2007)

Lenskold, J. (2003) Marketing ROI: how to plan, Measure and Optimise strategies for Profit London - McGraw Hill Contemporary

McDonald, M., and W ilson, H. (2002) The New Marketing: Drive the Digital Market or ItW ill Drive You London Elsevier

McGrawth, M. (2000) Product Strategy for High T echnology Companies - McGraw HillEducation

Merrick,D. and Shaw, R. (2005) Marketing Payback: is your Marketing Profitable London - FT Prentice Hall

Ryan, D and Jones, C (2009) Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation Kogan Page

Roberts, ML (2007) Internet Marketing: Integrating Online and Offline Strategies AtomicDog; 2 edition


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Trott, P. (Dec 2004) I nnovation Management and New Product Development London- FT Prentice Hall

W ind, J. (2001) Digital Marketing: Global strategies from the worlds leading experts -

USA - JohnW

iley and Sons IncW

ertime, K and Fenwick, I (2008) DigiMarketing:T

heEssential Guide to New Media and Digital Marketing W iley

4.3 Journals & Newspaper:Journal of MarketingCampaignEuropean Journal of MarketingMarketing W eekThe Marketer (CIM)Precision Marketing (Haymarket)International Journal of Marketing

Harvard Business Review4.4 Other Sources:Relevant information is available from non-academic sources on the internet. Great caremust be taken as internet content is published for marketing purposes. Most of the websites are of consulting companies and commercial training providers hence oftenpresent a one sided view of a subject and the content may not be supported by realfacts. Little or no credit is given if such material is used as evidence, without supportfrom academic sources. Students are given credit for using a wide range of academicsources in their assignments.

y www.cim.co.uky

www.emarketer.comy www.wisemarketer.comy www.mad.co.uky www.marketingmagazine.co.uky www.rnib.co.uky www.w3c.org


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Strategic Sales Management2009 - 2010

Module Code: SSM

Module Title: Strategic Sales Management


1.0 Introduction:In this module we will look at the development of the sales function e.g. as influenced bygrowing competition, market-saturation and up-scaling. W e will ponder the relationshipbetween the sales objectives and the business objectives and the strategic choices thatevery business has to make first. Furthermore we will look at the different sales

techniques and sales management will be scrutinised further.

This module makes a particular emphasis on sales planning and prognosis as well asmanaging sales team.

2.0 Learning Aims and Outcomes of the Module:The objective of the module is to give the future managers an understanding of thenature of strategic sales management, by providing a comprehensive overview of relevant issues, both theoretical and practical, on the topic.

The module aims to combine broad theoretical background of sales management withpractical implications and practices employed by companies.

An important objective of the module is to provide learners with tangible strategicanalysis, design, and implementation skills that they can readily put into practice.

2.1 Key Learning Aims of the Module:y To develop learners ability to understand the strategic sales management

function within organisation and interrelation between business, marketing andsales objectives

y Allow learners to understand the international context of sales managementy Acquire necessary skills and techniques to access, plan and manage sales in

organisation

At the end of the module, learners should have mastered a range of concepts andtechniques of strategic sales management and have a clear appreciation of their


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theoretical and empirical foundations, range of applicability, qualifications andlimitations.

2.2 Learning Outcomes of the Module: At the end of this module learners will have:

2.2.1Knowledge & Understandingy The nature of strategic sales managementy The importance of the customer management processy The nature, diversity and challenges of sales force managementy Models for sales strategy implementationy To think strategically about the sales function and customer managementy Select and discuss appropriate elements from a diverse range of perspectives on

strategic sales managementy

Debate and appreciate interpretations and applications of academic theory andpractice to the sector

2.2.2 Industry Related/Transferable Skills:y Be able to conduct a strategic sales analysis and plany Carry out independent study and research in the subject areas of the coursey Analyse the competitive environment, and competitors sales strategiesy Effectively communicate research findingsy Debate contested issues in the field

2.2.3 Indicative Content:y Strategic Sales Management; the nature, definition, aims and challengesy Sales analysis, prognosis and planningy Management of the sales teamy Strategic management and resource planning of sales operationsy Clint management and customer cycley Tools and techniques to analyse and make sales prognosisy Leadership and motivation

2.2.4 Teaching and Learning Activities :The module leader will aim to combine lectures with tutorial activities. This environmentwill provide opportunities for the student to understand the course material through casestudy, text and video material and to apply it in a practical way. The intent is to facilitateinteractive class activities and discussion.


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2.3 Teaching EthosThe colleges approach towards teaching and learning is simple and effective. The mainaim of LSBF is to assist learners in maximizing their potential by ensuring that they aretaught clearly and effectively. This will enable learners to engage with the learningenvironment and promote success in both their academic studies and subsequentcareer.

2.3.1 Modes of Delivery:LECTURES: This method is primarily used to identify and explain key aspects of the subject so thatstudents can utilize their private study time more effectively. These lectures act as aguide to the students and are a focused route through out the syllabus. The basic ethicis to guide, explain and teach rather than to transmit factual material that can be readilyobtained from the recommended texts through private study.

SEMINARS: These act as additional complements to the lectures. The seminars are designed to givestudents an opportunity to test their understanding of the material covered in thelectures and private study with the help of reference books. This methodology usuallycarries a set of questions identified in advance. Seminars are interactive sessionsconducted by the students. This method of study gives the student an excellentopportunity to clarify any points of difficulty with the module leader and simultaneouslydevelop their oral communication skills.

WORKSHOPS: These are an innovative form of student centred learning. This method of study involvesthe students to work in small groups with a difference. Here generally the student takesthe lead and the module leader acts as a facilitator. The sessions consider problemsand essay questions, case studies and tackle the conceptual challenging aspects of thesubject.

CASE STUDIES: An important learning methodology is the extensive use of case study. They enablestudents to apply the concepts that they learn in their subjects. The learners have to

study the case, analyze the facts presented and arrive at conclusion andrecommendations. This helps to test the students ability which will allow him to apply tothe real world the tools and techniques of analysis which they have learnt. The casestudy serves as a supplement to the theoretical knowledge imparted through the coursework.



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3.2 Methods of Assessment: Assessment Title W eight

towards finalgrade

Passmark

Outline details Submission

Individual report 50% 40% Individual report TBCClosed BookExam

50% 40% Open Book Exam TBC

3.3 Feedback Policy:W herever possible, staff in the college aim to return marked coursework with individualfeedback on learner performance within fifteen working weeks of submission. If there isa delay in the marking process we will let you know why and give you a new anticipatedreturn date.

3.4 Plagiarism:Plagiarism is primarily defined as copying or paraphrasing another persons work(published or unpublished) without clearly acknowledging it. Regardless of whether it isintentionally or unintentionally done, plagiarism is considered unfair practice and isstrictly forbidden and may be heavily penalized.

4.0 Source Material: As well as your study guide for this module you are expected to make full use of thefollowing sources;

4.1 Core Reading(s)Ingram TN, La Forge R W and Avila RA (2008) Sales Management: Analysis and Decision Making M.E. Sharpe; 7 edition

4.2 Recommended Reading:

Miller W

(2001)ProActive Sales Management: How to Lead, Motivate, and Stay Aheadof the Game AMACOM

Harvard Business Review on Strategic Sales Management (2007) Harvard BusinessSchool Press

Spiro R, Stanton W and Rich G Management of a Sales Force McGraw-Hill/Irwin; 12edition


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DiModica PR (2006) Sales Management Power Strategies: Building a replicable andscalable sales process Johnson & Hunter

4.3 Journals & Newspaper:

The Charter Institute of Marketing http://www.cim.co.uk/cim Marketing Magazine is now also available at http://www.marketing.haynet.com and includes an archive of Features and Online News.Marketing Online://Internet marketing and e-marketing training : consulting : knowledgehttp://www.marketing-online.co.uk/ Industry news, views and publications http://www.dragonbrands.com/dart/0001.htm The W orld's Only FREE Knowledge Database on Business, Advertising, Marketing,Image and the Brand http://www.personako.com/ The Institute for Learning and Research http://www.bized.co.uk Guerrilla Marketing http://gm.clickndrop.com/cnd/newsletter BBC marketing communications news and publications http://www.bbc.co.uk/dna/h2g2

UK online for business is a DTI-led programme that offers expert, impartial, jargon-freeadvice, plus information and support on the best use of technology for small and medium-sized business (SMEs). Across the UK there are nearly 400 UK online for business

Advisers. They are there to help you make the most of technology in your businesshttp://www.ukonlineforbusiness.gov.uk/cms/template/gatewayhome/310294.htm PR activities on the web http://www.number-10.gov.uk/output/Page1.asp Course UnitTitle

4.4 Other Sources:Relevant information is available from non academic sources on the internet. Great care

must be taken as internet content is published for marketing purposes. Most of the websites are of consulting companies and commercial training providers hence oftenpresent a one sided view of a subject and the content may not be supported by realfacts. Little or no credit is given if such material is used as evidence, without supportfrom academic sources.



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Key Account Management2009 - 2010

Module Code: KAM

Module Title: Key Account Management


1 .0 Introduction:Key Accounts are the most valuable commercial asset of the company. This module ispurely dedicated to equip student with necessary management skills for effective andefficient key account and sales management to aiming to maximise customer satisfaction as well as profitability of the company.

2.0 Learning Aims and Outcomes of the Module:The objective of the module is to give both future and current managers an understandingof the nature of key account management by providing a comprehensive overview of relevant issues, both theoretical and practical. The module aims to combine a broadtheoretical background of strategic innovation and planning with practical implications for the modern concepts of account management. An important objective of the module is toprovide learners with tangible skill to plan and manage relations with the key accounts,which then can be practically adapted to real world situations.

2.1 Key Learning Aims of the Module:y To develop learners ability to access customers and identify the key accounts for

the companies within various business environments.y To enable learners to explore how they can develop the relations with the client to

maximise the effectiveness of cooperation for both sidesy To consider different market contexts and different competitive situations for the

key account management and the strategic implications of the companies inrespect to their client management procedures.

y At the end of the module, learners should have mastered a range of methods

and techniques of key account management and planning and have a clear appreciation of their theoretical and empirical foundations, range of applicability,qualifications and limitations.

2.2 Learning Outcomes of the Module: At the end of this module learners will have;


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2.2.1 Knowledge & Understanding:y Understand the nature of key account management and its competitive contexty Sales and customer management strategic decision areasy Success factors in account management policy implementation for the companiesy To think strategically about a given key account of the company, business situation,

how account plan can be implemented and executed successfullyy Debate and appreciate interpretations and applications of academic theory and

practice relating to the high tech economy

2.2.2 Industry Related/Transferable Skills:y Be able to conduct a companys key accounts strategic analysisy Carry out independent study and research on issues that face companies dealing

with key accountsy Analyse the environment, market, competitors, customers and other functional

areas within the organization to develop the relevant key account managementpolicies

y Effectively communicate research findingsy Debate contested issues in the field

2.2.3 Indicative Content:y Development of strategic approach to client managementy Account selection and planningy Organisational Models of Account Managementy

Account analysis and information management.y Account plan and implementationy Building long-term sustainable relations with key accountsy Key Account Management in the global context

2.2.4 Teaching and Learning Activities: The module leaders will aim to combine lectures with seminar activities. Thisenvironment will provide opportunities for the learner to understand the module materialthrough case studies, text and video material and to apply it in a practical way. Theintent is to facilitate interactive class activities and discussion about the significant roleof business strategy in a global and local business environment.


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2.3 Teaching Ethos:The colleges approach towards teaching and learning is simple and effective. The mainaim of LSBF is to assist learners to maximize their potential by ensuring that they aretaught clearly and effectively. This will enable learners to engage with the learningenvironment and promote success in both their academic studies and subsequentcareer.

2.3.1 Modes of Delivery:LECTURES:These will be developed around the key concepts as mentioned in the indicative coursecontent and will use a range of live examples and cases from business practice todemonstrate the application of theoretical concepts. This method is primarily used toidentify and explain key aspects of the subject so that learners can utilize their privatestudy time more effectively.

SEMINARS:These act as additional complements to the lectures. The seminars are designed to givelearners an opportunity to test their understanding of the material covered in thelectures and private study with the help of reference books. This methodology usuallycarries a set of questions identified in advance. Seminars are interactive sessionsconducted by the learners. This method of study gives the learner an excellentopportunity to clarify any points of difficulty with the tutor and simultaneously developtheir oral communication skills.

3.0 Assessment




Passmark


IndividualPresentation

50% 40% IndividualPresentation

TBC

Closed BookExamination

50% 40% Open BookExamination

TBC

3.3 Feedback Policy:


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W herever possible, marked coursework with individual feedback on a learnersperformance within fifteen working days of submission . If there is a delay in themarking process the college will let you know why and give you a new anticipated returndate.

3.4 Plagiarism:Plagiarism is primarily defined as copying or paraphrasing another persons work(published or unpublished) without clearly acknowledging it. Regardless of whether it isintentionally or unintentionally done, plagiarism is considered to be unfair practice and isstrictly forbidden. Those learners found guilty of plagiarism will fail the assignment.Learners can re-submit the assignment but the re-submitted assignments mark will becapped at the pass mark only.

4.0 Source Material:

As well as your study guide for this module you are expected to make full use of thefollowing sources;

4.1 Core ReadingMcDonald M and W oodburn D (2006) Key Account Management, Second Edition: TheDefinitive Guide Butterworth-Heinemann

4.2 Recommended Reading:Blythe J (2004) Sales & Key Account Management Cengage Learning Business Press; 1edition

Capon N (2001) Key Account Management and Planning: T he ComprehensiveHandbook for Managing Your Company's Most I mportant Strategic Asset Free Press

Cheverton P (2008) Key Account Management: T ools and T echniques for Achieving Profitable Key Supplier Status Kogan Page; 4th edition

Schiffman S (2006) Mastering Your Key Accounts: Maximize Relationships; CreateStrategic Partnerships; I ncrease Sales Adams Media

4.3 Journals & Newspaper:The Charter Institute of Marketing http://www.cim.co.uk/cim

Marketing Magazine is now also available at http://www.marketing.haynet.com and includes an archive of Features and Online News.Marketing Online://Internet marketing and e-marketing training : consulting : knowledgehttp://www.marketing-online.co.uk/ Industry news, views and publications http://www.dragonbrands.com/dart/0001.htm The W orld's Only FREE Knowledge Database on Business, Advertising, Marketing,Image and the Brand http://www.personako.com/ The Institute for Learning and Research http://www.bized.co.uk


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Guerrilla Marketing http://gm.clickndrop.com/cnd/newsletter BBC marketing communications news and publications http://www.bbc.co.uk/dna/h2g2 UK online for business is a DTI-led programme that offers expert, impartial, jargon-freeadvice, plus information and support on the best use of technology for small and medium-sized business (SMEs). Across the UK there are nearly 400 UK online for business

Advisers. They are there to help you make the most of technology in your businesshttp://www.ukonlineforbusiness.gov.uk/cms/template/gatewayhome/310294.htm PR activities on the web http://www.number-10.gov.uk/output/Page1.asp Course UnitTitle

4.4 Other Sources:Relevant information is available from non academic sources on the internet. Great caremust be taken as internet content is published for marketing purposes. Most of the websites are of consulting companies and commercial training providers hence oftenpresent a one sided view of a subject and the content may not be supported by realfacts. Little or no credit is given if such material is used as evidence, without supportfrom academic sources.



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Advertising Management2009 - -2010

Module Code: AM

Module Title: Advertising Management


1.0 Introduction:This module focuses on the challenges and business practices associated with strategicadvertising, brand management and managing integrated advertising campaigns. Themodule will make emphasis on adverting planning, development and media selection by

studying best practices and failure cases of companies working in the field.

2.0 Learning Aims and Outcomes of the Module:To develop the necessary skills, capabilities and competencies to understand, evaluateand adjust existing advertising and brand policies to the challenges of the competitiveenvironment.

2.1Key Learning Aims of the Module:y Equip learners with an understanding of the key theories of communications.y Develop the knowledge and skills of learners to plan and manage integrated

advertising campaigns.y Provide an effective interface between textbook theories and current practices in

the area of international management and leadership


2.2.1 Knowledge & Understanding:y Demonstrate a systematic understanding of the trends and changes within

advertising industryy Demonstrate a critical awareness of contemporary theories of communication and

advertisingy Apply academic knowledge to the problems of advertising management

2.2.2 Industry Related / Transferable Skills:y Develop management and research skills relevant to the international context.


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Analyse and interpret data and information, evaluate their relevance and validity, andgenerate a synthesis to aid the interpretation of case situations

2.2.3 Indicative Content y Advertising within marketing managementy Economic and social role of advertisingy Shifts and changes in the advertising industryy Strategic adverting planningy Tools and techniques for advertising planningy Advertising production processy Media planning and selectiony Metrics, evaluation and control

2.2.4 Teaching and Learning Activities

The module tutor(s) will aim to combine lectures with tutorial activities. This environmentwill provide opportunities for the student to understand the course material through casestudy and text and to apply it in a practical way. The intent is to facilitate interactiveclass activities, and discussion about the significant role of research in a global andlocal business environment.

2.3 Teaching EthosThe colleges approach towards teaching and learning is simple and effective. The mainaim of LSBF is to assist learners in maximising their potential by ensuring that they aretaught clearly and effectively. This will enable students to engage with the learningenvironment and promote success in both their academic studies and subsequentcareer.

2.3.1 Methods of Delivery:LECTURES:These will be developed around the key concepts as mentioned in the indicative coursecontent and will use a range of live examples and cases from business practice todemonstrate the application of theoretical concepts. This method is primarily used toidentify and explain key aspects of the subject so that learners can utilize their private

study time more effectively.

SEMINARS:These act as additional complements to the lectures. The seminars are designed to givelearners an opportunity to test their understanding of the material covered in thelectures and private study with the help of reference books. This methodology usuallycarries a set of questions identified in advance. Seminars are interactive sessions led by


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the learners. This method of study gives the learner an excellent opportunity to clarifyany points of difficulty with the tutor and simultaneously develop their oralcommunication skills.






Passmark


Coursework 50% 40% Individual Project TBCExamination 50% 40% Open Book TBC


3.4 Plagiarism:Plagiarism is primarily defined as copying or paraphrasing another persons work(published or unpublished) without clearly acknowledging it. Regardless of whether it isintentionally or unintentionally done, plagiarism is considered to be unfair practice and isstrictly forbidden. Those students found guilty of plagiarism will fail the assignment.Students can re-submit the assignment but the re-submitted assignments mark will becapped at the pass mark only.



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As well as your Student Study Guide for this module you are expected to make full useof the following sources;


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4.1 Core ReadingW ells, W ., Moriarty, S. and Burnett, J. (2008) Advertising: principles and practice. 8thInternational edition. US, Pearson

4.2 Recommended Reading:

Roman, K. and Maas, J. (2005) How to advertise what works, what doesnt and why3rd edition. London, Kogan Page.

De Pelsmacker, P. et al (2007) Marketing communications: a European perspective 3rdedition. Harlow, Pearson

Kelley LD and Jugenheimer D W Advertising Media Planning: A Brand Management Approach (2008) M.E. Sharpe; 2 edition

Jethwaney J and Jain S Advertising Management (2006) Oxford University Press, USA

Percy L and Elliott R Strategic Advertising Management (2009) Oxford UniversityPress, USA; 3rd edition

4.3 Journals & Newspaper:The Charter Institute of Marketing http://www.cim.co.uk/cim Marketing Magazine is now also available at http://www.marketing.haynet.com and includes an archive of Features and Online News.

Advertising AgeCampaignMarketing

MarketingW

eekMedia W eek

4.4 Other Sources:Relevant information is available from non-academic sources on the internet. Great caremust be taken as internet content is published for marketing purposes. Most of the websites are of consulting companies and commercial training providers hence oftenpresent a one sided view of a subject and the content may not be supported by realfacts. Little or no credit is given if such material is used as evidence, without supportfrom academic sources. Students are given credit for using a wide range of academicsources in their assignments.


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PR Management and Corporate Communications2009 - 2010

Module Code: PRCC

Module Title: PR Management and CorporateCommunications


1.0 Introduction:This module aims to provide candidates with an awareness of the role of public relationsin relation to the many different publics with which an organisation is concerned andprovide an understanding of all means of communication by which those publics can be

reached. This module will also provide knowledge of the organisational and professionalcontext in which people working full-time in public relations operate.

2.0 Learning Aims and Outcomes of the Module:To develop the necessary skills, capabilities and competencies to perform publicrelations management.

2.1 Key Learning Aims of the Moduley Develop a critical appreciation of the relationship between marketing objectives

and public relations strategiesy Evaluate the nature of corporate communications and the public relations

management process. Including corporate communications objectives,communication mix and stakeholder analysis

y Understand the need for effective cross-functional communications within theorganisation and how this influences the effectiveness of external communication

y Analyse various kinds of appeals and media, including their advantages anddisadvantages

y Investigate the relation between corporate image and corporate reputation invarious organisations

y Anticipate opportunities and threats presented by the rapid developments of theInternet and technology

y Critically evaluate to what extent corporate citizenship is a true response toethical and environmental dilemmas or a tool for convincing marketingcommunications. Corporate Social Responsibility.


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2.2.1 Knowledge & Understandingy Grasp fundamental theoretical concepts in the area of corporate communications

managementy Develop sound understanding of the communication process and its impact on

the public opinion and corporate reputationy Develop critical awareness of corporate communications approaches and

strategies used by a wide range of organisationsy Research effectively a wide range of sources of informationy Prioritise and assess secondary data in order to investigate corporate

communications issues within a wide range of organisationsy Demonstrate the skills of using secondary data to illustrate or support arguments

in the context of corporate communications decision-makingy Analyse advantages and limitations of the main corporate communications

concepts and be able to apply them to scenarios in current marketing casesy Critically analyse and evaluate corporate communications strategies employed

by organisations in different contextsy Identify management problems in the area of public relations and critically

evaluate alternative course of actions dependent on the context of the situationy Evaluate best practices as well as corporate communications failures

2.2.2 Industry Related / Transferable Skills:y Enhance the ability to write analytical PR essays and reportsy Present information by demonstrating quality and clarity of expression, use of

terminology appropriate for the target audience by communicating marketingtheories and practice in a coherent way

y At the end of this module, students will be able to work effectively in teams andhave improved interpersonal skills

y Participate in class discussions and tackling effectively case-studiesy Demonstrate autonomy by completing individual assignments

2.2.3 Indicative Contenty The need for strategic corporate communication: messages and channelsy Managing the communication processy Alignment of marketing, advertising and PR strategiesy Managing corporate communications planning: approaches to designing PR

plans


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Passmark


Coursework 50% 40% Individual Project TBCExamination 50% 40% Open Book TBC

3.3 Feedback Policy:W

herever possible, staff will aim to return marked coursework with individual feedbackon student performance within fifteen working days of submission . If there is a delayin the marking process, LSBF will advise a new anticipated return date.

3.4 Plagiarism:Plagiarism is primarily defined as copying or paraphrasing another persons work(published or unpublished) without clearly acknowledging it. Regardless of whether it isintentionally or unintentionally done, plagiarism is considered to be unfair practice and isstrictly forbidden. Those students found guilty of plagiarism will fail the assignment.Students can re-submit the assignment but the re-submitted assignments mark will be

capped at the pass mark only.


4.1 Core Reading


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Cornelissen JP (2008) Corporate Communication: A Guide to Theory and PracticeSage Publications Ltd; 2nd edition

4.2 Recommended Reading:Sernovitz A (2009) W ord of Mouth Marketing: How Smart Companies Get People

Talking Kaplan Publishing; Revised editionBreakenridge D (2008) PR 2.0: New Media, New Tools, New Audiences FT Press; 1edition

The New Rules of Marketing and PR: How to Use News Releases, Blogs, Podcasting,Viral Marketing and Online Media to Reach Buyers Directly (Paperback)by DavidMeerman Scott (Author)

Davis, A. (2007) Mastering public relations.2nd revised edition. London, Palgrave.

Supplementary readingBland, M., Theaker, A and W ragg, D. (2005) Effective media relations: how to getresults. London, Kogan Page.

Foster, J. (2005) Effective writing skills for public relations. London, Kogan Page.

4.3 Journals & Newspaper:Financial T imes (daily business newspaper)Fortune (monthly business magazine)Business Week (weekly business magazine)Marketing Week (monthly marketing oriented magazine)Journal of Marketing Journal of I nternational Marketing I nternational Marketing Review (M I R)McKinsey Quarterly

4.4 Other Sources:Relevant information is available from non-academic sources on the internet. Great caremust be taken as internet content is published for marketing purposes. Most of the websites are of consulting companies and commercial training providers hence oftenpresent a one sided view of a subject and the content may not be supported by realfacts. Little or no credit is given if such material is used as evidence, without supportfrom academic sources. Students are given credit for using a wide range of academicsources in their assignments.

y The Charter Institute of PR http://www.cipr.co.uk y Marketing Magazine is now also available at http://www.marketing.haynet.com

and includes an archive of Features and Online News.


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y Marketing Online://Internet marketing and e-marketing training : consulting :knowledge http://www.marketing-online.co.uk/

y Industry news, views and publicationshttp://www.dragonbrands.com/dart/0001.htm

y The W orld's Only FREE Knowledge Database on Business, Advertising,Marketing, Image and the Brand http://www.personako.com/

y The Institute for Learning and Research http://www.bized.co.uky Guerrilla Marketing http://gm.clickndrop.com/cnd/newsletter y BBC marketing communications news and publications

http://www.bbc.co.uk/dna/h2g2y UK online for business is a DTI-led programme that offers expert, impartial,

jargon-free advice, plus information and support on the best use of technology for small and medium-sized business (SMEs). Across the UK there are nearly 400UK online for business Advisers. They are there to help you make the most of

technology in your businesshttp://www.ukonlineforbusiness.gov.uk/cms/template/gatewayhome/310294.htm

y PR activities on the web http://www.number-10.gov.uk/output/Page1.asp CourseUnit Title


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Organisational Behaviour 2009 -2010

Module Code: OB

Module Title: Organisational Behaviour


1.0 Introduction:Management and organisations are viewed in an environmental context rather than as isolated activitiesin a self-supporting system. To make effective business decisions, managers need to maintain a clear sense of the organisation in its environmental web and the interrelationships and interdependencies withwhich it operates.

2.0 Learning Aims and Outcomes of the Module:The aim of the module is to equip learners with the knowledge, skills, and competencies to operateeffectively in a contemporary business organisation. Through this process, the learner will develop anunderstanding of the impact of the internal and external business environment upon the organisation.

2.1 Key Learning Aims of the Modules:y To provide a critical appreciation for the manager's environmenty To understand the conceptual and practical dimensions of planning, organising, leading and

controllingy To consider the importance of individual and group behaviour, inter-group dynamics and

management theory in practicey To assess and apply the theory and practice of organisational theory, design and behavior

2.2 Learning Outcomes of the Module:

On successful completion of the module the learner will have:

2.2.1 Knowledge & Understanding:y Appreciate key concepts in the area of organisational, culture, structure

and behaviour y Understand the roles that people assume within organisationsy Grasp the main approaches to, and functional areas of managing organisationsy

Integrate and apply organisational concepts to particular organisational situations by using casestudies

y Critically analyseorganisational theories and practices in various environmentsy Identify management problems in organisations and critically evaluate alternative responses to

reflect the increasingly complex environment

2.2.2 Industry Related / Transferable Skills:


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y Enhanced ability to construct and present quantitative & qualitative data,by using appropriate methodologies and relevant IT capabilities

y By the end of this module, the student will be able to work effectively in aco-operative manner in group-working situations

2.2.3 Indicative Contenty The organisational context:y The international environment;y The role of technology;y Organisational structure, design and processes;y Organisational theory;y Introduction to Management and Leadership:y The decision making processy The role of power and politics and conflicty Organisational change and challenges

2.2.4 Teaching and Learning Activities

The module tutor(s) will aim to combine lectures with tutorial activities. This environment will provideopportunities for the student to understand the course material through case study and text and to apply itin a practical way. The intent is to facilitate interactive class activities, and discussion about the significantrole of research in a global and local business environment.

2.3 Teaching Ethos

The colleges approach towards teaching and learning is simple and effective. The main aim of LSBF is toassist learners in maximising their potential by ensuring that they are taught clearly and effectively. Thiswill enable students to engage with the learning environment and promote success in both their academicstudies and subsequent career.

2.3.1 Methods of Delivery:LECTURES:These will be developed around the key concepts as mentioned in the indicative course content and willuse a range of live examples and cases from business practice to demonstrate the application of theoretical concepts. This method is primarily used to identify and explain key aspects of the subject sothat learners can utilize their private study time more effectively.

SEMINARS:These act as additional complements to the lectures. The seminars are designed to give learners anopportunity to test their understanding of the material covered in the lectures and private study with thehelp of reference books. This methodology usually carries a set of questions identified in advance.Seminars are interactive sessions led by the learners. This method of study gives the learner an excellentopportunity to clarify any points of difficulty with the tutor and simultaneously develop their oralcommunication skills.

CASE STUDIES: An important learning methodology is the extensive use of case study. They enable learners to apply theconcepts that they learn in their subjects. The learners have to study the case, analyse the facts


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presented and arrive at conclusion and recommendations. This assists in the assessment of the learnersability to apply to the real world the tools and techniques of analysis which they have learnt. The casestudy serves as a supplement to the theoretical knowledge imparted through the course work.


3.1 Skills AssessmentThe skills related to the module will be assessed as part of the learning outcomes identified above.

3.2 Methods of Assessment:

Assessment Title Weighttowards finalgrade

Passmark

Outline details Submission Date

Coursework 50% 40% Case Study Analysis TBCExamination 50% 40% Open Book TBC

3.3 Feedback Policy:W herever possible, staff will aim to return marked coursework with individual feedback on studentperformance within fifteen working days of submission . If there is a delay in the marking process,LSBF will advise a new anticipated return date.

3.4 Plagiarism:Plagiarism is primarily defined as copying or paraphrasing another persons work (published or unpublished) without clearly acknowledging it. Regardless of whether it is intentionally or unintentionallydone, plagiarism is considered to be unfair practice and is strictly forbidden. Those students found guiltyof plagiarism will fail the assignment. Students can re-submit the assignment but the re-submittedassignments mark will be capped at the pass mark only.


As well as your Student Study Guide for this module you are expected to make full use of the followingsources;

4.1 Core Reading

Mullins L, (2004)Management & Organisational Behaviour, 7th Edition, Pearson Education

4.2 Recommended Reading:Brooks I, (2003) Organisational Behaviour: I ndividuals, Groups and Organisation , 2nd edition, FT

Prentice HallBuchhanan D, Huczynski A, (2003) Organizational Behaviour ; An Introductory Text 5th Edition, Pearson

McShane S, & Von Glinow M A, (2003), Organisational Behaviour: Emerging Realities for the WorkplaceRevolution , 2nd Edition, McGraw-Hill

Frost P, Nord W ,&Krefting L (2004), Managerial and Organizational Reality , Pearsons

George J, Jones G, (2004), Understanding and Managing Organizational Behavior (International Edition)4th Edition, Pearson


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Rollinson D, (2004) Organisational Behaviour and Analysis; An Integrated Approach , 3rd Edition, Pearson

Haberberg A, Rieple Alison (2001 ) T he Strategic Management of Organisations , Pearsons

Mukerj , Robbins (1993), Managing Organisations: New Challenges and Perspectives , 2nd edition,Pearson Higher Education

Mead R, (1998)I nternational Management Cross-Cultural l Cooperation & Dimensions , Blackwell

4.3 Journals & Newspaper: ABI/Inform global (journals)

Osiris (companies)

Datamonitor (market surveys, available via Osiris)

Financial Times online

Economist

Times & Sunday Times

Athens database

4.4 Other Sources:Relevant information is available from non-academic sources on the internet. Great care must be takenas internet content is published for marketing purposes. Most of the web sites are of consultingcompanies and commercial training providers hence often present a one sided view of a subject and thecontent may not be supported by real facts. Little or no credit is given if such material is used asevidence, without support from academic sources. Students are given credit for using a wide range of academic sources in their assignments.

y Industry news, views and publications:http://www.dragonbrands.com/dart/0001.htm

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Project Managment 2011