Module title: Marketing and Building High Performing Organisations

SCQF level: 11:
SCQF credit value: 20.00
ECTS credit value: 10

Module code: MKT11109
Module leader: Collins Osei
School The Business School
Subject area group: Marketing Sales and Entrepreneurship


2019/0, Trimester 1, Face-to-Face,
Occurrence: 001
Primary mode of delivery: Face-to-Face
Location of delivery: CRAIGLOCKHAR
Member of staff responsible for delivering module: Simone Kurtzke
Module Organiser:

Learning, Teaching and Assessment (LTA) Approach:
This module will allow/ provide the opportunity to apply new knowledge within the context of your personal and professional experience, reflecting on and learning from your prior experience/ knowledge, and developing abilities to apply this to new situations (All LO’s). You will be taught how to analyse, synthesise and solve complex unstructured business problems and measure trajectory in the market and in development of customer/stakeholder (LO2, 4) and operational/supply chain capability against strategic objectives (LO3, 4). Additionally, contemporary management issues will introduced in the form of case-studies and (where possible) invited guests from industry introducing emerging issues in building a high performance organisation and business sustainability (LO5).

Through interaction with peers, students will develop their interpersonal skills and to be able to interact effectively with a range of international colleagues. This module also develops an active approach to study and the capacity for independent learning.

Students will be provided with a workshop environment drawing on the “wisdom in the room”, this will include a mix of lecture and tutorial activity. This will be further supported with engaging and learning materials including further reading and core texts. A mix of reflective exercises, class presentation and case studies will be covered in tutorials to provide an engaging learning process. The dedicated Moodle site will be available to students with additional activities to further reflect upon experiences and learning.

Formative Assessment:
Tutorial activities will be designed in such a way to build student’s ability to critically apply performance measurement approaches and in developing organisational capability.

Students will complete two group presentation tasks to understand and develop the capability in the context of 1) a customer/stakeholder centric approach and 2) the operation/supply chain processes. This will provide an opportunity to evaluate knowledge, understanding and capabilities in the application of an appropriate performance measurement approach, the development of strategic capabilities and develop a foundational understanding of this. This will provide students with feedback that they can then apply to the final assessment.

Summative Assessment:
The summative assessment will be an individual report format that brings together learning from the application of an appropriate performance measurement approach, the development of objectives and capability in the areas of customer/stakeholder & the operations/supply chain. This will assess the student ability to evaluate and apply knowledge and understanding of consumer focused and marketing management perspectives & the role of internal & supply chain processes to a given contemporary management challenge.

Student Activity (Notional Equivalent Study Hours (NESH))
Mode of activityLearning & Teaching ActivityNESH (Study Hours)
Face To Face Practical classes and workshops 33
Independent Learning Guided independent study 167
Total Study Hours200
Expected Total Study Hours for Module200

Type of Assessment Weighting % LOs covered Week due Length in Hours/Words
Oral Presentation 20 All 5 HOURS= 0.5, WORDS= 0
Oral Presentation 20 All 10 HOURS= 0.5, WORDS= 0
Report 60 All 14 HOURS= 0, WORDS= 2500
Component 1 subtotal: 40
Component 2 subtotal: 60
Module subtotal: 100

Description of module content:

Overall the module emphasises the concept of the integrative nature of business and what matters most in the need and desire to build high performing organisations that can endure in the complex, global business environment.

In the first instance the module introduces a number of tools and models that can be used to measure the success, or otherwise, of an organisation. This includes a review of relevant performance management approaches (e.g. the Balanced Scorecard, EFQM), which provide a holistic and integrated set of measures that gives a fast but comprehensive view of the business. Performance measurement approaches endeavour to collate important elements that reflect a business’s strategic position e.g. product and service quality measures, product and service development time, customer satisfaction, productivity and so on. Although, performance measurement models and approaches are introduced as a “whole”, this module focuses on two particular aspects:
• Customer/stakeholder focus - How does a business’s customers see the business? This section investigates just how well an organisation is meeting the needs of, and satisfying, its customers. The focus is on managing marketing matters, sales management initiatives and the relationship management challenges for both the selling and the buying organisation.
• Internal business processes - What must a business excel at? This section takes an internal process perspective and investigates both the effectiveness and efficiency of the organisation. The focus is on Operations & Supply Chain Management including lean thinking, quality and improvement and role of information technology and e-business.

Customer/stakeholder focus
Building and managing stakeholder resources will be covered in this section. Market entry and market development decisions will be introduced. Tools such as value chain analysis and market research resources will be introduced with a focus on critical evaluation of an organisation’s value proposition, potential competitive advantage and USP’s. The impact of digital communications and contemporary issues - such as personal data management collected by organisations and the importance of word-of-mouth - will critically discussed. Consumer focused tools will be introduced to help identify consumer journeys and wider societal concerns (i.e. consumerism, environmentalism, diversity). Recent research around stakeholder engagement, including employee engagement and co-creation, will underpin discussions around authentic stakeholder engagement and branding.

Internal business processes
The context and principles of operations management and operations strategy are introduced. This is followed by a discussion of the main facets of planning and control processes, with a focus on modern methodologies, such as the philosophy and principles of lean thinking. Following this we examine one of the most significant elements of modern operational practice – Supply Chain Management. This includes examining the various aspects of the supply chain, including procurement, supply chain relationships, and logistics activity. The nature of “Quality” and improvement in an operational context is outlined and underpinned by the premise that all operations – regardless of quality - are capable of improvement. A variety of models and procedures of performance measurement will be evaluated and continues to consider a variety of methodologies for performance improvement.

Emerging Issues and Sustainability
Capability development will be considered in line with emerging issues and the latest thinking in business sustainability, in line with the Sustainable Development Goals and other global and local initiatives. This includes the need to involve the customer/stakeholders in the co-creation of solutions and realising the potential in the supply chain to create shared value.

Learning Outcomes for module:

Upon completion of this module you will be able to:-
LO1: Critically evaluate an organisation’s overall strategic objectives through appropriate performance measurement approaches
LO2: Critically investigate and appraise the role of a customer/stakeholder centric business approach and its contribution to an organisation’s success
LO3: Critically investigate and appraise the role of internal business & supply chain processes and their contribution to an organisation’s success
LO4: Critically evaluate an organisations’ marketing and operational/supply chain objectives and capability development to support vision and overall strategy.
LO5: Critically analyse and evaluate the relevance and significance of emerging issues in the development of customer/stakeholder and operational/supply chain capability, including business sustainability to deliver value and the building of high performance organisations.

Indicative References and Reading List - URL:
Marketing and Building High Performing Organisations