Introductory description

This module combines key aspects of Marketing and Operations, to help develop a comprehensive understanding of how Customer Value is created for customers, to address needs and wants. The module was created following a 2017 review of the MIM course, that suggested students needed a greater 'general management' perspective that might be developed through a cross-disciplinary approach. With this in mind, and also reflecting management practice, this cross-functional module, covers Marketing and Operations theory in an applied and practical manner. More specifically the module explores how efficient and effective value propositions are created, communicated and delivered to customers.

Module aims

Outline syllabus

This is an indicative module outline only to give an indication of the sort of topics that may be covered. Actual sessions held may differ.

Key topics covered in the module include:

The customer-led organization and the marketing concept.
Customer Value, and building customer relationships.
Understanding and interpreting the business environment
Understanding customers i.e. Buying behaviour, market segmentation, target marketing and positioning
Understanding customer value i.e. Value proposition, product and service concepts, branding strategies, pricing strategies.
Designing products and services
Issues of quality management and control
Customer Relationship Management
Assessing customer demand i.e. Demand & Capacity planning, managing variations in demand & capacity, queuing strategies,
Communicating Customer Value - Integrated Marketing Communications, New Media.
Delivering Customer Value i.e. channel design & management, Sales & Key Account management.
Typologies of operations i.e. Fulfilment, Managing the value chain, operational approaches and strategies
Service Marketing i.e. delivery, Service Profit Chain and the Extended Marketing Mix.
Marketing & Operations planning

Learning outcomes

By the end of the module, students should be able to:

• Demonstrate comprehensive understanding of the concept of Customer Value, and how customer value is created, offered, and delivered.
• Assess the appropriateness of design, marketing, and operations management techniques used in managing products & services, and the interrelationships of these functional areas
• Demonstrate understanding of key processes involved in the creation of products & services
• Demonstrate understanding of context, and its impact on management decisions, and an understanding of processes, their design and management
• Demonstrate the use of subject relevant analysis and analytic techniques
• Demonstrate an ability to synthesise meaning from complex information
• Analyse case studies and propose potential solutions to marketing management problems
• Critically review latest trends and best practices in marketing and operations

Indicative reading list

The prescribed textbooks for the module are the following two, since between the two books they cover the topics proposed:

1. Kotler, P., Armstrong, G., Harris, LLoyd C., and Piercy, N. 2016 Principles of Marketing. 7th European edition. Pearson Education Limited.
2. Slack, N, Brandon-Jones, A. and Johnston, R. (2013) Operations Management: 9th Edition. Pearson: London.
   Additional readings from relevant academic and practitioner journals will be updated and provided in the module outline each year.

Research element

Core and recent key journal papers in the Marketing and Operations domain are highlighted and discussed in lectures, seminars and class discussions

Interdisciplinary

The module is inherently interdisciplinary. Marketing and operations theories are used in combination, to develop a wider perspective and understanding of value creation in organisations around customer expectations.

International

Case studies and class discussions (with and within our international cohort) all draw on international dimensions to illustrate differences and similarities in the challenges faced by business managers and leaders in relation to Customer Value Management.

Subject specific skills

Create and develop a coherent marketing and operational plan to deliver customer value and organisational objectives
Apply and evaluate key marketing and operational concepts and frameworks

Transferable skills

Demonstrate problem solving skills
Demonstrate communication skills (oral and/or written)