BUSI48515: MANAGING IN THE COMPETITIVE ENVIRONMENT (FT)

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• To explore in depth the complex environmental pressures at work on organisations, how they can respond to these influences, and the key issues involved in aligning with these forces.
• Specifically, the module takes an integrated perspective of the operating environment of the organisation from the standpoints of two core areas of activity: marketing and operations management. Firstly, the module begins by exploring the network of exchanges between buyers and sellers in a market economy and the particular role of marketing in facilitating those exchange relationships. This is then followed by an exploration of the extent to which the organisation-customer interaction is wholly dependent upon effective operational management in terms of the design, planning, control, forecasting and management of resources.
• A particular feature of the module is the way in which it not only conceptualises the pressures faced by organisations, but also identifies the main issues that need to be addressed by individual managers.

• The module takes an integrated perspective on two core areas of business activity:
• Marketing: the contexts of marketing; the consumption experience; building relationships; creating solutions; brand selection and brand management; the movement of space and time.
• Managing Operations: operations strategy; product and service design; quality management; process design; planning and control; supply chain management; operations improvement.

Subject-specific Knowledge:

• Upon successful completion of the module, the students should have:
• developed an integrated and critical appreciation of the key business areas that need to be managed in a competitive operating environment to achieve a holistic view, the emphasis being on process and integration rather than functional 'silos';
• developed a critical appreciation of the dynamic pressures of the environment, both internally within the organisation and externally;
• developed a critical understanding of the existing theoretical knowledge based on key areas of marketing and operations management.

Subject-specific Skills:

• Upon successful completion of the module, the students should:
• be able to apply their understanding to the analysis of complex issues in marketing and operations management;
• be able to formulate an information-driven strategic response to marketing or operational circumstances.

Key Skills:

• Creating a holistic vision.
• Building and developing teams.
• Negotiating and persuading.
• Networking.
• Sourcing appropriate data and evaluating evidence.
• Interpreting and using numerical and financial information.
• Reflecting and synthesising from experience.
• Developing critical thinking.
• Exercising discrimination and judgement.
• Synthesising diverse perspectives.
• Developing coherent and persuasive arguments.
• Selecting appropriate modes of communication.

• Learning outcomes will be met through a combination of lectures, groupwork, case studies and discussion, supported by guided reading.
• The written examination will test students knowledge and critical understanding of issues in operations management; the written assignment will test students' knowledge and critical understanding of issues in marketing through the analysis of a particular issue in depth.

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