Strategic Management

The topics covered in the unit will include:

• The nature and language of strategic management: examination of the origins and concepts of strategic management. Exploration of contemporary patterns and processes of strategic management
• Strategic analysis and strategy formulation: consideration (and critique) of theories and frameworks for analyzing organization's environments, resources, purpose; (analyzing stakeholders' expectations, inc. Stakeholder value); generating strategic options in the light of these analyses, and making choices
• Implementation of strategic decisions: examination of implementation approaches (inc. strategic alliances, and mergers and acquisitions), and managing strategic change. Considering key theories and frameworks, and their usefulness in practice

International Marketing Analysis

The topics covered in the unit will include:

• World trade patterns, trade blocs, trade issues
• Research key indicators of potential, databases, statistics, Rostow's theory
• International marketing research, secondary sources, primary research
• Environmental impacts: culture, credit worthiness, types of risk
• International segmentation, proactively
• International product research/ best practices in USA, Japan, rapid prototyping
• Quality and cost issues
• Trade marks

Cross Cultural Awareness for the International Managers

The topics covered in the unit will include:

• Cross Cultural Relations: concepts of culture; similarities and differences in behaviour across cultures; identifying national cultures; ethnocentrism
• Intercultural Communication: processes of attribution of behaviour; language and nonverbal communication; stereotype formation; sources of communication difficulty; training for effective intercultural communication; the priority of language for business ? Dimensions of Cultural Differences in the Workplace: cross-national typology of organizational structures; convergence and divergence debates; differences in managerial behaviour; work values and motives across cultures; attitudes towards the work environment
• Cultures in Contact: types and purposes of contact; outcomes of cultures in contact; the international organization; HRM implications; multicultural team working; understanding regional differences; a comparative focus on Europe, Asia and the Americas
• Intercultural Competence; development of a personal framework; definition of the crossborder mind set; coping with unfamiliar cultures; culture shock; sensitivity to different cultures; ability to work in international teams

Entrepreneurship & Enterprise

The topics covered in the unit will include:

• Entrepreneurship and Enterprise (Origins, assumptions, interpretations, current developments, men and women as entrepreneurs)
• The nature of Entrepreneurship and Enterprise (within large and small organizations, socio-psychological aspects of entrepreneurship, public and private sectors)
• Business start-up processes (identification and evaluation of business opportunities, determining capital requirement, preparing financial statements, identification and evaluation of sources of capital, networking, coping with regulations)
• Managing organizational growth and developing new business opportunities

Although short courses in research methods may be offered by staff, this unit is primarily student led, and the responsibility of the project is that of the individual student. This project provides you with a unique opportunity to demonstrate the subject knowledge, skills and analytical abilities you have acquired and developed during your studies

The topics covered in this unit will change year-to-year in order to keep the syllabus contemporary. However, they will fall within three main areas: society, technology and innovation. Topic may include consumerism, work and family, lifestyle, environmentalism, chaos, globalization, cyber business

The topics covered in the unit will include:

• Strategic choices in marketing, defining and delivering customer value
• Developing and sustaining competitive advantage, organizational capabilities, generic strategies based upon differentiation and cost
• Analyzing opportunities, environmental, consumer and competitive analyses ? Industry evolution, market and product evolution, industry structure and competitive dynamics, mobility barriers and strategic groups
• Strategic focus and choice: corporate and product positioning and segmentation strategies, product/ market scope, portfolio planning\
• Market entry strategies: pioneer, follower, penetration and skimming strategies, innovation strategies
• Growth strategies: market and share growth strategies, attack and defence strategies for market leaders and followers
• Strategies for mature markets: changes in competitive structure and form, evolution of competitive strategy and changes in bases of competitive advantage
• Market exit strategies: voluntary and involuntary survivors, harvest and withdrawal strategies

The topics covered in the unit will include:

• What is Direct Marketing?
• Evolution of Direct Marketing, Industry structure, trends and key users
• Customer relationship management, using Direct Marketing for customer acquisition and retention
• The use of Direct Marketing to analyze the marketing situation, analysis, segmentation and use of external databases
• Setting objectives and strategies within Direct Marketing
• Direct Marketing planning, implementation and control, offers and incentives, direct marketing media, acquisition media and creative practice
• Direct marketing statistics, research and testing

Marketing Communication Strategy

The topics covered in the unit will include:

• Communication theory, Personal influences on marketing communications, Promotional strategies and Planning frameworks, Message formats and Positioning, Corporate Identity and Brand reputation, Internal marketing communications, Integrated Marketing Communications (issues and concepts), Crisis management communications, Trust, Loyalty and Retention, International Marketing communications