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Durham University

Postgraduate Module Handbook 2021/2022

Archive Module Description

This page is for the academic year 2021-22. The current handbook year is 2022-23
No such Code for pgprog:

Department: Management and Marketing

BUSI5F215: Managing in the Competitive Environment

Type Tied Level 4 Credits 15 Availability Not available in 2021/22
Tied to

Prerequisites

  • None.

Corequisites

  • Compulsory.

Excluded Combination of Modules

  • None.

Aims

  • By the end of the module, students should be able to understand how organisations interact with the competitive environment from strategic, marketing and operations perspectives.

Content

  • a) Inter-disciplinary case study analysis (strategy, operations, marketing)
  • b) Strategy: nature of strategy: definitions; deliberate - emergent debate: Sustainable Competitive Advantage - strategic capabilities; environmental analysis, resource and capabilities analysis, positioning and resource-based approaches; Strategy process: schools and models, stakeholder analysis, cultural analysis, mission and objectives.
  • c) Marketing: Achieving marketing orientation; The customer imperative; the marketing philosophy, sources of value, markets and the environment, buyer behaviour; Defining strategic pathways; segmentation, targeting and positioning; Issues to manage - market research, product policy, pricing strategies, distribution, marketing communication.
  • d) Operations: Operations objectives and Strategy; Product/service design, network design, job design, role of technology; Planning and control; capacity, inventory, Just-In-Time, quality, projects; Improvement Philosophies.
  • e) Summary: Inter-disciplinary case - preparation for assessment.

Learning Outcomes

Subject-specific Knowledge:
    Subject-specific Skills:
    • By the end of the module, students should be able to understand how organisations interact with the competitive environment from strategic, marketing and operations perspectives. In particular students should be able to:
    • develop an integrated appreciation of the key business areas that need to be managed in a competitive operating environment; emphasis on process and integration rather than functional "silos".
    • appreciate the dynamic pressures of the environment, both internally with the organisation and externally;
    • develop a critical understanding of the existing theoretical knowledge base on key areas(Strategy, Marketing and Operations).
    Key Skills:

      Modes of Teaching, Learning and Assessment and how these contribute to the learning outcomes of the module

      • A combination of case study-based lectures, small group and individual case study analysis will underpin the knowledge requirements of the course.
      • tutor contact hours will be supported by the use of specially written self-study material (course material, selected text books, self-assessed exercises and guided reading). this is designed to:
      • Permit Students to develop their understanding of the core curriculum by self reflection and if necessary in consultation with an allocated tutor.
      • Encourage independent learning
      • The assessment of the module, by the written examination and assignment, is designed to:
      • Test the acquisition and articulation of knowledge.
      • Test conceptual understanding and skills of application and interpretation within the business context.
      • The written examination will test student's knowledge and understanding of key topics.
      • The summative assignment will test student's knowledge and understanding of key topics and their ability to apply what they have learned in a particular context.

      Teaching Methods and Learning Hours

      Activity Number Frequency Duration Total/Hours
      Lectures 24
      Tutorials
      Seminars
      Practicals
      Group, case study work
      Preparation & Reading
      Other: (Mentor visits) 126
      Total 150

      Summative Assessment

      Component: Examination Component Weighting: 50%
      Element Length / duration Element Weighting Resit Opportunity
      Written examination (seen case study) students normally answer 3 questions. 2 hours 50%
      Component: Assignment Component Weighting: 50%
      Element Length / duration Element Weighting Resit Opportunity
      Written Assignment 2,500 (max) 50%
      Component: Assignment Component Weighting: 50%
      Element Length / duration Element Weighting Resit Opportunity
      Assignment 2,500 words (max) 50%

      Formative Assessment:

      Group Presentation.


      Attendance at all activities marked with this symbol will be monitored. Students who fail to attend these activities, or to complete the summative or formative assessment specified above, will be subject to the procedures defined in the University's General Regulation V, and may be required to leave the University