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Section 1 - SBM11011 Workshop Schedule
 

Section 1 - SBM11011 Workshop Schedule

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    Section 1 - SBM11011 Workshop Schedule Section 1 - SBM11011 Workshop Schedule Document Transcript

    • School of Business Management, Business Management Graduate Program SBM2102 Marketing and Business Communications UOS CODE UOS NAME CREDIT POINTS STATUS SBM2102 Marketing and Business 6 Core Communications SUMMARY This unit focuses on effective marketing and business communications. Students will gain a deep understanding of the role of marketing within a business unit including strategies for achieving business growth and competitive advantage. The unit covers both traditional marketing approaches as well as e-marketing and newer forms of business communications. Marketing and business communication are taught to promote entrepreneurial and creative thinking as well as strategies that deliver competitiveness for both existing and new businesses. Marketing and business communications will be taught as a component of the total management process, from strategy through to customer and market research, product/service concept, customer and pilot trails, marketing, production and sales, after sales service and so on. The unit covers all aspects of marketing including market research, channel selection, communication strategies, marketing artefacts, execution of marketing action plans, feedback and improvement etc. It also covers an understanding of international marketing concepts including use of resellers and distributors, alliance and other forms of networks. COURSE CONVENOR TBA COURSE TUTOR ASSUMED Not applicable KNOWLEDGE APPROXIMATE Lectures & Team Work Personal Work Readings WORKLOAD Workshops 30 hours >60 hours >60 hours >60 hours PRE-REQUISITE None. (course name) OBJECTIVES The unit objectives are to teach the following areas: The role and function of marketing and business communications in contemporary businesses Analysis of the organisation’s mission, goals, strategies and plans to understand and formulate marketing imperatives Techniques applied to deliver different stages of marketing Market segmentation including, determining channels and aligning marketing activities according to channel characteristics and marketing strategies The approach to planning and implementation of specific marketing initiatives based on organisation’s characteristics, goals, strategies and contingencies Organisation’s needs and requirements in terms of communication, information and documentation requirements in an organisation Formal processes and supporting ICT infrastructure for effective business communication across the whole enterprise Different communication styles and the application of this knowledge in promoting ©. Copyright Asia Pacific International College, all rights are reserved. No part of this document may be reproduced without permission.
    • School of Business Management, Business Management Graduate Program effective business communication Assessment, development and balancing of high performance teams Relationships between marketing, business communication on the one hand and organisational performance on the other TARGET Upon completion of the course, the student should demonstrate: COMPETENCIES (Organisation  Understanding of the role and function of marketing and business communications Unit Human in contemporary businesses Resources  Be able to analyse the organisation’s mission, goals, strategies and plans to Management) understand and extract marketing imperatives  Competency in the application of techniques applied to deliver different stages of marketing  Competency in market segmentation, including determining channels and formulating marketing strategies  Ability to participate in the planning and implementation of marketing activities based on organisation’s characteristics, goals, strategies and contingencies  Ability to determine the communication, information and documentation requirements of an organisation  Ability to design formal processes and supporting ICT infrastructure for effective business communication across the whole enterprise  Understanding of different learning styles and utilisation of the same in promotion of communication synergy  Ability to participate in assessment, development and balancing of high performance teams  Understanding of the relationships between marketing, business communication on the one hand and organisational performance on the other TARGET  Generic: All competencies that are common to all professionals (including COMPETENCIES cognitive and communication abilities, problem solving and analytical mindset) (Personal and  Leadership: Ability to direct, motivate & manage individuals & teams. Socio-cultural)  Commitment: Ability to dedicate to tasks & to project outcomes.  Attitude: Ability to create the right frame of mind that promotes integrity & support for achievement of project goals within a social context.  Self Direction: Ability to manage within and without guidelines & processes, and to work without supervision.  Learning: Ability to commit to continuous improvement in knowledge, skills & attitude, & to creating new knowledge developing skills & approaches.  Cultural Empathy: Ability to respect for & accommodation of individual lifestyle, beliefs & norms.  Creativity & Innovation: Capacity to generate new ideas/approaches & make them happen. MODES OF  Upfront intensive workshop (4 days) DELIVERY  Project and team based flexible work facilitated via the Internet (over 10 weeks)  Face-to-face formal assessment (one week) ASSESSMENT 1. Formal knowledge test 2. Team project submissions (formatted as per specification for the same) 3. Formal assessment against competencies applicable to organisation unit strategy and design 4. Formal personal & socio-cultural competency assessment ©. Copyright Asia Pacific International College, all rights are reserved. No part of this document may be reproduced without permission.
    • School of Business Management, Business Management Graduate Program PRESCRIBED FOR THE COURSE SELECTED REFERENCES PRINTED Learning material (lecture notes, slides, Collins, J. (2001). Good to Great, Why MATERIALS case study and other material provided Some Companies Make the Leap and online). Others Don’t. Random House, UK. 300 Case organisation (students’ own case p. organisation subject to endorsement) WEB SITES No single Web site presents all the necessary knowledge that students need to Online useful sources of references are: learn and apply. However, opposite are TBA some useful sites to visit. Software Not applicable Students may wish to use their preferred suite of tools and software for normal typesetting, graphic design and associated tasks included in the assignments COURSE Intensive Phase CONTENTS Day 1 Marketing  Introduction to course aims, objectives, target competencies, learning strategies, resources available, timetable and deliverables, assessment methods and related briefings  Briefing on how to conduct each phase and the entire unit of study  Lecture: Terminology and the role and function of marketing and business communications in contemporary businesses  Lecture: Analysis of the organisation’s mission, goals, strategies and plans to understand and formulate marketing imperatives  Tutorial: The big picture and the role of marketing to apply strategy and achieve organisation goals  Lecture: Techniques applied to deliver different stages of marketing  Lecture: Market segmentation including, determining channels and aligning marketing activities according to channel characteristics and marketing strategies  Group work: analyse and present market segmentation and assign different channels to promote products and services of the case organisation  The approach to planning and implementation of specific marketing initiatives based on organisation’s characteristics, goals, strategies and contingencies  Group work: brainstorm to develop a sketch for the case organisation’s marketing plan Day 2 Communications – Human and Organisational Aspects  Lecture: Terminologies and perspectives on communication in organisations – organisational and human perspectives  Lecture: Organisation’s needs and requirements in terms of communication, information and documentation requirements in an organisation  Lecture: Different communication styles and the application of this knowledge in promoting effective business communication ©. Copyright Asia Pacific International College, all rights are reserved. No part of this document may be reproduced without permission.
    • School of Business Management, Business Management Graduate Program  Assessment, development and balancing of high performance teams  Group work: brainstorm to develop strategies for business communication in the case organisation; present the work for discussion and debate Day 3 Communications – ICT Infrastructure  Lecture: Terminologies and perspectives on communication in organisations – infrastructure  Lecture: Review of commonly utilised information and communication technologies in organisations  Lecture: Design of processes and determination of optimum supporting ICT infrastructure for effective business communication across the whole enterprise  Lecture: Relationships between marketing, business communication on the one hand and organisational performance on the other  Group work: brainstorm to design an effective ICT infrastructure for the case organisation; present the work for discussion and debate Day 4 Revision and Test  Assessment of individual competencies wrt marketing and business communication  Revision and review of the learning materials  Progression and, extension of knowledge and application to the selected case organisation to deliver assignments  Written test  Students’ feedback on the intensive phase Project Phase For the purposes of developing expertise in marketing and business communications in an integrated and meaningful manner, students in teams of 4 to 6 will assume responsibility for developing a detailed (new or revised) integrated marketing and business communications plan for a case organisation. The case organisation is individual to each team and will be sourced normally from one of the students’ employer organisations or assigned otherwise. In summary the project phase will comprise:  An overall process for studying marketing and business communications, and for applying the relevant knowledge to a real life case organisation as per the relevant Brief that is downloaded from the unit’s web site;  A program of the learning activities which forms part of students’ Team Workplan and provides a basis for individual competency acquisition. Teams need to plan and conduct the program flexibly within the unit of study timeline as advised in the unit’s web site (detailed schedules are to be developed and submitted as part of the Team QA/Work Plan). The learning program has been summarised below: ©. Copyright Asia Pacific International College, all rights are reserved. No part of this document may be reproduced without permission.
    • School of Business Management, Business Management Graduate Program Assessment of learning styles and team roles and balancing of team development of self management and socio-cultural/teamwork competencies Activity 3 Activity 2 Activity 4 Case Activity 1 New/Revised Research Marketing Evaluation, Organisation Literature Review Marketing and and Business Formatting and Selection and on Marketing and Business Communications in Presentation of the Team QA/ Business Communications the Case Plan Workplan Communications Plan for Case Organisation Organisation Submit Submit Assignment Assignment 3 4 Submit Assignment Draft Team Report and Submit Team 2 Submit New/Revised New/Revised QA/ Workplan State of Marketing Assignment 1 Marketing and Marketing and and Case and Business Individual Essay Business Business Organisation Communications in Communications Communication Plan Case Organisation Plan for Case for Case Organisation Organisation Continuous reflection, self and peer assessment and competency acquisition Final Individual Report and Viva to validate competencies vis-à-vis target competencies  Assignment Brief which is downloadable from the unit website. Your team may develop your own Brief/project concept, and upon the Course Convenor’s endorsement use the same as the basis for learning and development. Your Brief should be developed to be similar to that found on the unit’s web site. COMPETENCY Final Report & assessment VALIDATION (via Each student is advised to plan to progressively acquire, develop and document the evidence and relevant target competencies. The protocols on the web site for this purpose need to be professional followed carefully to prepare the required evidence of competency acquisition. The interview) evidence for this unit to comprise a Final Report in two parts to validate individually the following: specific target competencies of this unit regarding marketing and business communications, as well as personal and socio-cultural competencies. These will be assessed separately and both need to show the student’s development history using the student’s L&D plan as the basis. ©. Copyright Asia Pacific International College, all rights are reserved. No part of this document may be reproduced without permission.