Edinburgh Napier University Online MBA in Marketing

The module introduces a number of tools that can be used to measure the success, or otherwise, of an organisation – focusing on operations, supply chains and marketing strategy. Kaplan and Norton’s Balanced Scorecard model will be the key model explored. This is a set of measures that gives a fast but comprehensive view of the business. The Balanced Scorecard endeavours 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.

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

The large majority of businesses today operate in a variety of economic environments and their leaders must make economic decisions taking into account market specific information. This module covers the most essential analytical tools required for economic decision making such as: the concepts of economic systems, profit and utility maximisation, demand elasticity, market equilibrium, market structures, macroeconomic objectives, government policies’ (monetary, fiscal and trade policies) tools and their impact on businesses etc.

Businesses also require funding from shareholders and lenders at the outset and subsequently need to profits and positive cash flows for investment. They are in competition with other businesses for funding, just as much as they are competition for labour and market share. On this course, you will learn to evaluate the advantages and disadvantages to the business of a range of sources of finance. You will also learn how managers’ report on the financial affairs and financial position of the business and how financial reports can be analysed to evaluate business performance.

The module will cover the following topics:

• Organisation Strategy and strategic Leadership
• Determining the strategic Direction: Mission Vision and Values
• Strategic decision-making in Practice
• Transformational Leadership Approaches and Emotional Intelligence
• The Leader-Follower Relationship
• Team Leadership
• Strategic decision-making in Innovative Contexts
• Creating Systemic Innovation
• Authentic and Sustainable Leadership
• Current Trends in strategic Leadership

Learning outcomes of the module

Upon completion of this module you will be able to:

• Examine and critique the underlying principles of key leadership theories
• Critically review how effective leaders foster an innovation culture in organisations
• Explore the dynamics underpinning the leader-follower relationship in organisations
• Review and critically the strategic role of leaders within organisations

The material covered in the module relates to two broad areas of study: the examination of organisational behaviour, including attitudes, perception, motivation, groups, teams and leadership; and understanding managerial processes, and the development of skills important in the management of people and processes – such as corporate social responsibility. Change management is increasingly important and therefore you will examine the topic by looking at both incremental and transformational change, and the importance of power, politics and conflict.

Focusing on the behaviour of people in a work environment, the module places an emphasis on understanding the vital role and importance of people in the change management process. You will develop an understanding of the dynamics of working organisations in a rapidly evolving business environment, specifically the significance of organisational culture. This in turn develops your ability to plan and carry forward sustainable system-wide change programmes.

Learning outcomes of the module

Upon completion of this module you will be able to:

• Apply organisational behaviour theory to the business context
• Critically analyse the factors influencing individual behaviour in organisations
• Evaluate the nature, role and tasks of people management and identify effective management practice and skills
• Identify and analyse trends in transformational change management in organisations
• Illustrate through analysis and synthesis a robust understanding of International Leadership, management theories and concepts

The content of this module is informed by the Chartered Management Institute’s ‘Chartered Manager skills’, as well as the academic requirements of the MBA programme. The focus of this module is to develop critical thinking and problem solving skills to prepare you for a range of challenges in your academic and professional career.

Specifically, the emphasis is on developing research skills that will equip you with the expertise to undertake relevant and topical research allied to your MBA Project.

The core material covers:

• Critiquing academic and practitioner research from a range of published sources,
• Developing tools and techniques for writing a critical literature review,
• Methodological considerations,
• Research design,
• Research ethics,
• Qualitative and quantitative methods of data collection,
• Manual and computer-based techniques of data analysis and,
• Evaluating and communicating your research.

Learning outcomes of the module

Upon completion of this module you will be able to:

• Critique a range of literature sources with the aim of developing a critical literature review for a selection of academic and management projects
• Critically identify and evaluate research methodologies, together with relevant methods and techniques for the collection and analysis of data
• Demonstrate a critical awareness of your own practice in conducting a research study in terms of typical ethical, political and individual dimensions of business research

This module contains no specific subject content, and therefore there is no formal delivery of any material. The individual and unique project topics selected by you will allow you to utilise the methods and techniques introduced in the Skills for Managers module to independently research and acquire detailed knowledge relating to your project. The emphasis is very much on individual development and demonstrating the critical research skills commensurate with postgraduate study. While you will receive supervision, the supervisor’s role is primarily one of facilitation and guidance, with you taking a pro-active stance to the assimilation and analysis of relevant literature, leading to the design and execution of appropriate research. The production of a project, critically reflecting on the research undertaken and presenting robust and evidence-based arguments, is the ultimate goal of this module. Although the project is subject-specific, the skills used within the project are transferable and relevant to a range of situations you may find yourself in, in your current or future organisation.

A number of exemplars will be available on the VLE to support you, and the guidelines for writing the project are given in the MBA Handbook.

Learning outcomes of the module

Upon completion of this module you will be able to:

• Plan and design an MBA research project in a relevant business and management area which has the potential to make a contribution to subject discipline knowledge and improvements in organisational performance
• Review and critique the relevant body of knowledge relating to your chosen topic, leading to set of robust and clearly-defined aims and objectives
• Critically evaluate and defend the research approach adopted in the project research
• Execute, analyse and interpret research data leading to well-argued conclusions and recommendations
• Reflect on personal and professional development, as well as the approaches and outcomes of the research

• Introduction to Global Marketing – A Strategic Perspective
• The Strategic Marketing Process and Global Marketing Challenges
• The Global Trading Environment
• The Social and Cultural Diversity and Complexity of Globalisation
• Global Market Research and Opportunity Analysis
• Globalisation and Market Entry Strategies
• Global Product and Service Marketing
• Global Channels of Communication
• Pricing for Global Markets
• The Management of Global Distribution and Logistics
• Global / International Niche Strategies for Small and Medium Size (SME) Organisations
• Sustaining Competitive Advantage in a Global Environment

Learning Outcomes for module:

• Gain a thorough knowledge and understanding of International Marketing and how it operates within a diverse and constantly changing Global Environment.
• Critically analyse and evaluate the macro and trading environments of organisations operating within the Global Economy using accepted international marketing theory, concepts and models to be able to formulate marketing policy and strategy.
• Demonstrate the use of cognitive skills of critical thinking, analysis and synthesis with respect to international marketing concepts and practice.
• Apply the skills of effective problem solving and decision making using appropriate analytical concepts, models and frameworks to be able to identify, evaluate and solve international marketing problems within the context of a Global Competitive Environment.
• Present a formal written report consisting of elements of an international marketing plan set against the context of an up-to-date international case study with scope for critical thinking, evaluation and development.

Develop a critical understanding of strategic brand management theory and evaluate the value of such theory to organisations. Analyse the origin of popular brands. Strategic brand management process. Establishing brand position and values. Choosing brand elements to built brand equity. The role of advertising and the Internet in brand development. The legal protection of brands. Co-branding and brand conflict. Developing brand equity measurement and management systems. Managing brands in a global context and the not for profit sector.

Learning Outcomes for module:

• Critically review strategic brand management theory
• Analyse different foundations used to value brands
• Formulate, evaluate and justify brand development decisions
• Critically appraise the role of the marketing mix in supporting successful brands
• Demonstrate creativity in formulating a brand and associated brand strategy