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| MODULE_:_A6__ |
MANAGEMENT
AND MARKETING |
| LEVEL |
ASSOCIATE |
| TOTAL
LEARNING HOURS 200 |
| MODULE
AIMS |
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The aims of this module are:
To develop in students a Knowledge and Understanding of the Key Marketing and Management Theories,
Concepts and Techniques operating within Business Organisations.
To develop in students the ability to apply these Theories, Concepts and Techniques to Diagnose,
Analyse, Resolve and Understand the Nature of Management and Marketing problems.
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The knowledge, understanding and cognitive, practical and transferable skills which a student is expected
to be able to demonstrate after studying this module is expressed in the following learning outcomes.
These are grouped under appropriate syllabus headings.
Organisational Structure ( 20 Hours / One Week )
By the end of this Syllabus Topic the student will be able to:
Describe the Structure and Culture of an Organisation
Explain how different Processes and Functions Inter-relate in the Organisational Structure
Explain the Effect of Mission, Values, Aims and Objectives on the Structure and Culture of an Organisation
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| MANAGING
THE WORK ACTIVITIES IN AN ORGANISATION (90 Hours/Seven Weeks) |
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By the end of this Syllabus Topic the student will be able to:
Understand how Work Activities can be Planned to meet the Objectives of an Organisation
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Setting Work Objectives, Work Orientation and Job Design |
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Prioritising Workloads and Work Flows |
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Co-ordinating Activities-Constraints and Bottlenecks |
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PERT and Critical Path Analysis |
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Time Management |
Describe how Work Activities can be Managed, Controlled and Evaluated to achieve the Objectives of an
Organisation
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Managing and Monitoring Product and Service Quality Standards |
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Quality Systems |
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Quality
Circles |
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Total
Quality Management (TOM) and Value Chain Analysis |
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Business
Process Re-engineering (BPR) |
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Managing and Monitoring Human Resources |
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Motivation and Empowerment Techniques |
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Leadership and Delegation |
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Performance Management Systems |
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Measuring Effective Performance and Feedback Approaches |
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Mentoring, Coaching and Counselling |
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Teambuilding, Intergroup Dynamics and Conflict Resolution |
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Health and Safety Policies and Procedures |
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Risk Assessment and Monitoring |
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Planning, Proposing, Implementing and Evaluating Change |
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| MANAGING
THE MARKETING FUNCTION IN AN ORGANISATION (90 Hours/Six Weeks) |
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By the end of this Syllabus Topic the student will be able to:
Identify the Internal and External Customers of an Organisation, Distinguishing between Customer and
User and Select appropriate Systems of Communication
Select and Use Appropriate Methods of Market Research
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Psychological, Socio-psychological, Sociological, Economic and Cultural Factors influencing Customer
Behaviour and Needs |
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Models of Consumer Purchase Behaviour |
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Decision Making Units (DMU's) |
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Market Research Techniques |
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Primary and Secondary Data Sources and Methods |
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Internal and External Sources of Market Research |
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Competitor and Customer Data |
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Use of Market Research Companies-Benefits and Limitations |
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Research Techniques |
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Qualitative and Quantitative Methods |
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Use of Surveys |
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Value and Interpretation of Data |
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Types of Research |
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Reliability of Research |
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Sample Size |
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Sample and Interview Bias |
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Preparation of a Marketing Research Plan |
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Undertake Competitor Analysis |
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Marketing Audits |
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Estimating Market Size-Value and Volume |
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Identify Market Trends and Market Share |
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Analyse Market/Product Profiles of Competition |
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Evaluate Characteristics of the Competition |
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Pricing Strategies |
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Monitor and Review Marketing Performance |
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Implications of Ethical Issues on the Marketing Mix |
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Assessment
Achievement of these Learning Outcomes will be reflected in student responses to a
THREE HOUR OPEN BOOK Examination.
Examination Structure
Six Questions From which Students are Required to Answer Four Questions in Total of which:
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Two will be Marketing Related |
(weighted 25% each) |
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Two will be Management Related |
(weighted 25% each) |
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Indicative Reading
Current Editions of the following Textbooks are recommended.
Textbooks:
| Aaker D A " Strategic Marketing Management " |
John Wiley |
| Cole G A " Management Theory and Practice " |
DPP |
| Doyle P " Marketing Management and Strategy " |
Prentice Hall |
| Hellriegel D and Slocum JW " Management " |
Addison Wesley |
| Kotler P " Marketing Management " |
Prentice Hall |
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Journals:
Financial Accountant
Marketing Management
Professional Manager
Harvard Business Review
http://www.bized.co.ac.uk
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