Module title: Creating Business Excellence and Marketing

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

Module code: SOE11112
Module leader: Miles Weaver
School The Business School
Subject area group: Management


2018/9, 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: Miles Weaver
Module Organiser:

Learning, Teaching and Assessment (LTA) Approach:
This module will provide the opportunity to apply new knowledge, how to analyse, synthesise and solve complex unstructured business problems, and to develop your interpersonal skills and interact effectively with other international students. This module develops in you an active approach to study and the capacity for independent learning.

(LO 1-6) Interactive lectures and participative tutorial workshops ensure that you are engaged throughout the taught elements of the module. A variety of approaches are used such as audio-visual resources, group discussion, case studies. You are set tasks in tutorials and gain tutor formative feedback on these in tutorials. This participative approach encourages regular reading and provides opportunities for deep learning. The tutorial activities are related to the learning outcomes and assist you in preparing for assessments.

Formative Assessment:
Formative feedback is provided in tutorial discussion and analysis of business examples. Tutorials will be case-based, involving a complex management problem relating to specific learning outcomes for each unit. Students will be invited to address the problem as part of group based discussion and present findings and recommendations to others in the class. This will provide an opportunity to offer formative feedback from the tutor and gain valuable comments from the audience. The tutorials activities will be designed to inform the development of ideas, thoughts and analysis useful for the formative assessment.

An additionally opportunity will be offered to students to share and gain formative feedback on an ‘executive summary’ and outline for the report via facilitated group discussions and 1-2-1 support. This feedback should be valuable is constructing the final reports that is practical in nature yet has sufficient academic challenge.

Summative Assessment:
The two summative assessments will test student’s ability to analyse a real-world situation and develop a meaningful response in two areas 1) internal business processes (LO’s 1 – 3) and 2) customer focus (LO’s 4 – 6). Both assignments are equally weighted.

Although, assignment 1 is a summative assessment, detailed feedback will be provided prior to the second assignment providing another opportunity to assess progress and identify areas for improvement.

Student Activity (Notional Equivalent Study Hours (NESH))
Mode of activityLearning & Teaching ActivityNESH (Study Hours)
Face To Face Lecture 24
Face To Face Tutorial 12
Independent Learning Guided independent study 164
Total Study Hours200
Expected Total Study Hours for Module200

Type of Assessment Weighting % LOs covered Week due Length in Hours/Words
Report 50 1 - 3 8 , WORDS= 2500
Report 50 4 - 6 13 , WORDS= 2500
Component 1 subtotal: 50
Component 2 subtotal: 50
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 create and sustain business excellence, performance 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 as well as incorporating emerging issues in sustainability:
• 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 - 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
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.

Customer/stakeholder focus
Building and managing stakeholder resources are critical to creating and sustaining business excellence. 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.

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 unlocking the potential of the supply chain to create value.

Learning Outcomes for module:

Upon completion of this module you will be able to

LO1. Critically evaluate elements of an organisation’s strategic objectives through performance measurement using appropriate performance measurement frameworks and tools (e.g. the Balanced Scorecard, EFQM)
LO2. Critically investigate and appraise the role of operations management & strategy, project management & the significance of modern supply chain management practice to the delivery of customer value, social and environmental impact and the building of high performance organisations.
LO3. Critically investigate and appraise the impact of the philosophy of ‘lean’ operations & supply practice and models of quality and performance management with specific reference to the principles and practice of operational improvement and contribution to an organisation’s success.
LO4: Critically evaluate the global marketing concept and strategy within marketing environments and consumer & organisational buyer behaviour
LO5: Critically assess the ethical and responsible marketing principles, the influence of marketing research, international market segmentation managing the international marketing mix & brand development upon marketing activities in different international marketing environments.
LO6: Evaluate the ways in which changes within the global economy might impact upon marketing strategies.

Indicative References and Reading List - URL:

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