Running head: DQE PREP PAGE 1 DQE PREP PAGE 47 DQE Prep Student’s Name: University DQE PART 1 Introduction The concern of the Year 1 DBA year course primarily touches on many issues that connects with the customer welfare in a bid to retain the firm for business. The customer retention values will include embracing and driving change through innovation, creating fun and exemplary experiences for consumers, to be open-minded and creative, to build honest and open relationships through communication, team spirit and to work with passion and integrity. These values will guide employees to work with passion and integrity in the process of creating new products. These employees will also be required to communicate honestly with each other and with clients. The industry entails the inculcation of latest communication methods for instance the application and use of data connectivity as well as mobile devices. The firms that operate under the telecommunication industry as such offer services in relation to internet and related issues. The firms however, have a unilateral or rather single internet provider as they only serve as resellers in the market ( Cohen, 2018). The firms also offer wireless communication service alongside the bulky purchase of the internet service. The firms in the industry have in all ways observed the policies as stipulated by the business all to ensure smooth running of their businesses. Customer loyalty is the likelihood that the current customers will continue buying from a specific seller. Most of these customers will go a long way to recommending the company’s products to their friends to the advantage of the company. Because it is quite expensive trying to lure new customers to buy a certain product from a specific seller, most of the businesses will try much they can to retain the existing customers. This is achieved through provision of quality services and extensive advertising. Giving customers the reason to be loyal is key, most customers’ value being given great services with create quality and therefore they will go an extra mile even to send more with the current seller than trying to switch from one seller to the other. Customers will start thinking otherwise if the brand of the goods provided does not meet their needs. Customer satisfaction in the case of the business in question would only possible to get its derivation from the responses through the questionnaires and survey carried out by the researchers in the field. Customer satisfaction by all incidences forms a primary pillar in as far as rating the firm is concerned and as such is the main arsenal for use by the business in keeping the clientele loyalty. It takes the firm a stepwise process in ensuring that the customers get what they really are in need of all the time. The degree of satisfaction as recorded by the customers offers a platform for the business in question outline the best way out in as far making busines ...

1. Running head: DQE PREP PAGE 1
DQE PREP PAGE 47
DQE Prep
Student’s Name:
University
DQE PART 1
Introduction
The concern of the Year 1 DBA year course primarily
touches on many issues that connects with the customer welfare
in a bid to retain the firm for business. The customer retention
values will include embracing and driving change through
innovation, creating fun and exemplary experiences for
consumers, to be open-minded and creative, to build honest and

2. open relationships through communication, team spirit and to
work with passion and integrity. These values will guide
employees to work with passion and integrity in the process of
creating new products. These employees will also be required to
communicate honestly with each other and with clients.
The industry entails the inculcation of latest
communication methods for instance the application and use of
data connectivity as well as mobile devices. The firms that
operate under the telecommunication industry as such offer
services in relation to internet and related issues. The firms
however, have a unilateral or rather single internet provider as
they only serve as resellers in the market ( Cohen, 2018). The
firms also offer wireless communication service alongside the
bulky purchase of the internet service. The firms in the industry
have in all ways observed the policies as stipulated by the
business all to ensure smooth running of their businesses.
Customer loyalty is the likelihood that the current
customers will continue buying from a specific seller. Most of
these customers will go a long way to recommending the
company’s products to their friends to the advantage of the
company. Because it is quite expensive trying to lure new
customers to buy a certain product from a specific seller, most
of the businesses will try much they can to retain the existing
customers. This is achieved through provision of quality
services and extensive advertising. Giving customers the reason
to be loyal is key, most customers’ value being given great
services with create quality and therefore they will go an extra
mile even to send more with the current seller than trying to
switch from one seller to the other. Customers will start
thinking otherwise if the brand of the goods provided does not
meet their needs.
Customer satisfaction in the case of the business in
question would only possible to get its derivation from the
responses through the questionnaires and survey carried out by
the researchers in the field. Customer satisfaction by all
incidences forms a primary pillar in as far as rating the firm is

3. concerned and as such is the main arsenal for use by the
business in keeping the clientele loyalty. It takes the firm a
stepwise process in ensuring that the customers get what they
really are in need of all the time. The degree of satisfaction as
recorded by the customers offers a platform for the business in
question outline the best way out in as far making business
decisions is concerned. The customer satisfaction in the case
above can be established via a number of scales for instance the
American Satisfaction Index commonly known as the (ACSI).
The grid for reference offers a referential point for the entire
Kuwait’s customer satisfaction index. Many nations for instance
Sweden have their own index and Norway but the common thing
about them all is the fact that all things works out for the
common good. It is all about offering satisfaction to customers
in line with national laws guiding the business or rather the
industry as a whole.
Customers have levels of quality for instance ranging from
comfort. Safety and security, convenience all the way to
tangibility. The rate at which the product is graded in line with
the quality grades reflects on the satisfaction level that
customers derive from the consumption of a given product from
the business. The business high level quality in reference to
customer rating in most cases come about as a result of the
business progressive improvements on its products and the
customer’s response in line with the product as the consumption
and sales volume increase with time.
Part I: Portfolio of CLA 2’s
CLA 2 Introduction: Course #1
Throughout the BUS 735 Leading Change course, we were
introduced to the concepts of Managing Change, Images of
Change Management, Why Change? Contemporary Pressures
and Drivers, Vision and the Direction of Change, Change
Communication Strategies, Organization Development and
Sense-Making approach, Sustaining Change versus Initiative
Decay. This CLA2 paper offers proof of my ability as IT

4. Manager implement change in my organization. I was playing
more of Agile Transformation Leader in leading change and
providing vision and sense of direction of change. This course
has provided me the ability to implement change in Agile
Transformation in the place where i am working and develop
change management strategy by successful implementation of
the change through entire enterprise level.
Change is inevitable in the business world. Leading change is
not an easy task and most of the change management processes
have failed in the recent past due to various reasons. Effective
team leaders are prerequisite in ensuring that the change is
achieved within the stipulated time. Generally, leaders must
cultivate the skills for assimilating change, providing
expectedness and assist others to understand the integral risks,
advantages, and reasons behind a certain change. The history of
leading change which can be traced from 1960-2012 will be
discussed in this paper. Moreover, various leadership styles and
how they impact change in organizations will also be
incorporated. Change process cannot be achieved without
resistance in the workplace and this is also taken care of.
Motivations for change are essential because they play
fundamental roles in achieving changes. Furthermore, leading
change as an individual is not easy since it requires much
competence and skills. Lastly, success factors of implementing
change process and its benefits are of great importance in
organizations.
BUS 735 - Leading Change
Change is inevitable in the business world and it takes place
probably on daily basis. Change in the business world is
currently being compared to taxes and deaths which cannot be
avoided at all costs. People are very significant elements when
it comes to transforming change organizations since they are the
pioneers of change. Transforming organizations is a
cumbersome task and may take much time depending on how
the group responds to the proposed change. Managers play a
pivotal role as far as leading change is concerned in

5. organizations. Vision is prerequisite for leading change and it’s
proactive rather than reactive. Leading other people through a
particular change effectively is a significant leadership aptitude
since it allows companies to hasten the change initiatives.
Generally, leaders must cultivate the skills for assimilating
change, providing expectedness and assist others to understand
the integral risks, advantages, and reasons behind a certain
change. These factors ensure that people express full
engagement towards the delivery of change enterprises. The
history on leading change, leadership style and leading change,
organized resistance to change, the motivation of change,
leading change as individuals and challenges of the change
management process is a significant component of leading
change.
History on Leading Change
The history of leading change has its roots in the 1960s.
Numerous change management processes and models are
attributed to grief studies. In the 1960s, consultants noted a
correlation between grieving amongst workers in an
organization and matters connected to health. The weeping
emanated from loss of departments and jobs. Copious change
models attempted to capture the entire array of human emotions
as staffs lamented transitions related to jobs. Everett Rogers,
the author of diffusion of innovations maintains that change
should be comprehended in communication and time context. In
addition, the impact it has on participants must be considered.
Cummings and Worley (2014) maintain that placing folks at the
center of change thinking is very crucial to developing the
change management concept. Rogers projected the descriptive
adopter which explained how people responded to changes in
organizations. In the 1980s, Julien Philips managed to publish a
change management model despite the abundant time which was
consumed before the change management nobles understood
what he meant. According to Robert Marshak, the six big
consulting and accounting firms adopted the work of initial
change pioneers like Don Harrison and Daryl Conner.

6. Therefore, they contributed profoundly to the legitimization of
the entire change management industries after branding their
reengineering amenities as change management.
In the 1990s, Daryl Conner invented the new term “burning
platform” which was explained in his book, Managing at the
Speed of Change. The Conner Partners in 1994 focused on the
adoption methods and human performance that would make sure
that technological innovations were embraced and adopted in
the best manner and within the shortest time possible. The
Conner Partners were thriving and this affirmed the significance
of absorbing and adopting such technologies. Linda Anderson in
the book Beyond Change Management expresses the year 1980’s
and 1990s as fundamental in leading change (Boone, 2015).
Numerous top leaders were fed up by the escalating
dissatisfaction emanating from the catastrophes of not only
creating but also implementing certain changes in organizations.
Therefore, in the 2000s, the came up with the change leader role
which took the responsibility of the social side of the
modification.
In 2010, Australia began recognizing change management as a
formal ability through Christina Dean’s work, which established
national academic programs and competency standards from
diploma to master’s level. Various change consultants have
severally reported successes with Agile and Lean principles in
reply to the continued reports of large scale failures in various
parts of the globe. Kotter argues that time changes at a quicker
rate than leading change (Cummings & Worley, 2014). Some of
the principles/models which were being applied in the 1990s
have currently being rendered meaningless. In 2012, Kotter
made tremendous efforts to make his eight steps process model
relevant by adding numerous ideas to the initial thinking.
Despite his efforts to ensure that the model retained relevance,
it still reigns as the backbone of leading change account.
Nonetheless, the greatest milestone in the history of leading
change was achieved between the 1960s and 2010. This is the
time when the most critical changes pertaining to leading

7. change were made. Moreover, technological inventions were
embraced and applied in several organizations. Their
incorporation has been attributed to various benefits enjoyed in
the 21st century.
Leadership style and leading change
Leadership styles are very significant as far as leading change is
concerned. The leadership style adopted by the management in
the process of advocating for change acts as the determinant of
if the change initiative will be accepted or denied. Effective
change leaders must be well versed of the leadership style
required to achieve the anticipated change in companies or
organizations. Most leaders fail in the process of leading change
since it’s not an easy process. There are four major important
themes on styles of leadership which can be utilized to
effectively achieve change in organizations (Appelbaum et al.,
2015). The themes constitute of good management only is not
enough. The focus has to be directed on the people to make it
more productive than when it’s centered on the tasks. The right
balance needs to be struck between people and task orientation.
The management should exercise flexibility when it comes to
the adoption of leadership styles suitable for achieving change.
Besides, leadership is demanded is the other crucial theme. The
leadership style applied in this situation must address the deep
worries of the people. The style of leadership should also
concentrate on the high needs and values of the people, and
offers to mean to them. Thirdly, the people-centered leadership
style is very necessary to achieve the change. The main
significance of this approach is addressing the fears and
anxieties of the people.
This approach touches on the uncertainties of the previous
environment. It also concentrates on the effects and
repercussions of a particular approach. It is irrefutable that
folks do not work appropriately while facing emotional
turbulence. A calm environment for their emotions is very
essential because it provides a suitable environment for them to
perform as expected, thus achieving the objectives (Cameron &

8. Green, 2014). Apparently, any effective leader must recognize
the unexpressed and unconscious fears of his or her people.
Thereafter, the leader must work round the clock to address the
concerns disturbing the people. This step is vital because it
creates a calm and focused workforce which can work tirelessly
towards achieving the set goals. In addition, such a workforce is
usually motivated and is likely to support the anticipated
organizational/managerial changes. Failure to identify and
address such concerns may have big repercussions on the
organization. Moreover, it is very important to appreciate the
emotional dimensions of each leadership style. Boone (2015)
says leaders need to understand that emotions are fundamentally
contagious, thus, they should control their emotional states lest
they want to nurture contagious energy which may affect the
company negatively. The style and content of the leader’s
communication should match with the emotional reality of the
followers. By establishing the connections, it becomes quite
easy to shape both the direction and sense of purpose of the
people. Above all, motivation becomes much easy for the
leader. The trait, behavioral, contingency, power and influence
theories are the most common traits of leaders in the 21st
century. The leaders have totally varying aspects and they
approach leading change quite differently. In addition, their
roles towards change are dissimilar based on the aspects of the
leaders. At times it might be to influence, other times it may be
guiding or commanding the people. The aspects of a leader
highly determine if the prerequisite change will be achieved.
Values such as assertiveness, empathy, and integrity are very
crucial to any leader.
Organization resistance to change
Poor management of change at the workplace stands out as the
main reason for resistance in organizations. If the management
is poor, then the strategy of implementing the change is
definitely poor. In addition, job insecurity usually looms during

9. organizational changes because many employees are not sure if
they will be displaced by the changes or not. Moreover, peer
pressure can strongly and successfully fight changes in an
organization (Appelbaum et al., 2015). Peer pressure is amongst
the worst reasons for the resistance. Nobody would be glad to
be considered a failure. Similarly, workers may resist change
because they are afraid of failing after the changes are
implemented. For instance, the introduction of new technologies
can affect the performance of normal workers. Organizational
politics are on the rise in numerous organizations and they are
strongly being criticized. They work to the disadvantage of the
company and they can easily trigger the resistance to changes.
Organizational politics are not welcomed in various
organizations due to destructions they can cause.
Leading change as an individual and reaching employee base
Leading change as an individual is not easy since it entails
empowering and engaging the employees. Failure to incorporate
the two factors may make the change unsuccessful. It is very
crucial if we work towards becoming successful change leaders
(Al-Haddad & Kotnour, 2015). Effective change leaders have
the obligation of guiding the process from the time it
commences to the end. So as to lead a change successfully, it is
very essential to initiate the process, strategize on it and
execute the set strategy. Boone (2015) argues reaching the
employee base is very crucial because it converts the process of
leading change to a simple one. Considering the types of
workers present and determining the communication channels
appropriate is necessary.
Motivations of Change
Motivation entails recognition of a problem, looking for a way
of changing it, commencing and sticking to the strategy. It has a
significant impact on the realization of change. When the
employees are frustrated and demotivated, no change can be
achieved. It is quite hard to motivate the workers since copious
times they are motivated by themselves (Mehta, 2016).
However, leaders have the capacity to create an environment

10. where folks can motivate themselves. For example, employees
can motivate themselves based on the allowances provided to
them. For the leaders to motivate the employees successfully,
they ought to understand the motivational needs of both the
group and individual. For instance, leaders can offer bonuses
for workers who hit the sales target every month. Once this is
done, it becomes quite simple to improve the motivation of the
employees. The Maslow and Herzberg theories can be very
essential in establishing what exactly motivates people.
Challenges of a change management process
Despite various change management projects failing, there
are six key success factors in the change management process.
First is having a group which strongly believe that change is
necessary. Secondly, the people set to undergo the change must
have a key reason for embracing the anticipated change (Bloom
et al, 2014). Thirdly, people must comprehend how the change
may distress them. Fourthly, the communication must be done
enough to prepare them in advance. In addition, the message can
be repeated numerous times to remind them. The change leaders
must be honest regarding the change; sugarcoating is not
necessary at all. Lastly, the utilization of project management
skills and processes is very essential, since they play a pivotal
role in communicating and planning (Matos Marques &
Esposito, 2014). The main benefit of implementing change
management is enhancing the smooth transition of activities and
provides a template to staffs which helps them adapt the
changes easily. In addition, it assists in managing the various
costs of change and minimizes the resistance related to change.
Moreover, the time required to implement the change is
reduced. Besides, it makes planning and executing effective
communication strategy easy. The last benefit is reducing the
anxiety and stress linked to the change.
To wind up, change is inevitable in the business world. Leading
change is not an easy task and most of the change management
processes have failed in the recent past due to various reasons.
Effective team leaders are prerequisite in ensuring that the

11. change is achieved within the stipulated time. Generally,
leaders must cultivate the skills for assimilating change,
providing expectedness and assist others to understand the
integral risks, advantages, and reasons behind a certain change.
The history of change management can be traced from the 1960s
to 2012. Leadership style is very crucial in change management
since it determines if the results will be obtained or not. At
times, an organization will be resistance to change based on
various reasons. Poor management and peer pressure are some
of the reasons why change is denied in organizations. Moreover,
motivations of change are essential during change management
and people can be best motivated by themselves. Lastly, there
are various benefits of implementing change successfully in
organizations.
CLA 2 Introduction: Course #2
Throughout the BUS 725 - Business Intelligence & Information
Systems course, we were introduced to the concepts of
Management Information Systems, Business Driven MIS,
Business Intelligence, Five Force Models of Evaluating Industry
Attractiveness, Challenges of Business, Collaboration inside
and outside organization, Sustainable Technologies, MIS,
Disaster Recovery Plan, Business Continuity Plan, Portability,
Reliability, Scalability and Cloud Computing.
This course has provided me the ability to understand the
Business Intelligence and Information System concepts and
implement them in my realtime scenario at my workplace where
in we have incorporate cloud computing and using Salesforce
we have managed the data in the cloud for Marketing and Sales
related information. This course has given me ability has
extensive knowledge in it and also i have implemented in the
workspace setting effectively.
BUS 725 - Business Intelligence & Information Systems
Business-driven MIS
Management information system (MIS) can simply be
understood as computerized databases which helps store a wide

12. spectrum of data such as financial and human resource data in a
well-organized manner (Uhl & Gollenia, 2016). The MIS is
programmed in such a way that special reports can be generated
and insights drawn from the data. Business-driven MIS means
maintenance of these databases that help a business progress or
achieve its goals. This happens given that the MIS helps to
furnish managers with the performance report, avail accurate
data necessary for decision making, better management and
even aid in communication just a few roles to mention.
Business-driven MIS has incredibly or played a crucial role in
the growth of Apple Inc. first and foremost the Business-driven
MIS has helped in communication and efficient management of
a large number of employees who work in tee firm. Apple Inc.
human resource department uses MIS to communicate the
employees. The department is able to send generic emails to all
the intended employees and even short messages which the
employees receive through their mobile phones. This means that
a message, notice, memo announcement or anything can reach
the employees in a matter of seconds regardless of their number
and location. Effective communication is key to the growth of
any firm given that it helps in relaying instructions, guidelines
and communicating the targets placed for every worker. Having
employees who are goal oriented, have clear instructions about
their jobs chances are that productivity will be high. This hence
informs one of the reasons that Apple Inc. has been
experiencing constant growth over the last decade.
The other importance of business-driven MIS is that it helps to
measure the achievement of goals with the aim of showing
every unit manager in an organization his or her progress and
performance. This benefit has been realized in Apple Inc.
whereby lazy managers are fired while hardworking executives
are promoted to more senior positions. A good example is the
Firm’s CEO whose selection was informed by MIS. Timothy
Donald Cook who is the Current Apple Inc. CEO was an
industrial manager at the firm prior to his promotion. Tim
Cook’s excellent performance led to his appointment as the

13. CEO a position previously held by the Apple founder that is
Steve Jobs. MIS enables this given that it helps to store data of
previous years or seasons, avail the current data as well as the
estimates or target variables such as sales units that were placed
before the year began. With this kind of data, it’s possible to
see whether a manager is able to meet the set goals or if he is
even able to surpass the targets.
Information security
Information security is one crucial aspect of every organization.
Information security entails a set of measures and strategies
necessary for preventing, detecting as well as countering any
threats on an organization’s information (Uhl & Gollenia,
2016). The aim of information security is to maintain integrity,
confidentiality as well as the availability of data only to the
authorized persons only. Data is a vital asset of a business and
it lands on wrong and unauthorized hand it can be stolen,
manipulated, deleted and other malicious things for the benefit
of the unauthorized party. An example is that one can steal the
identity of an employee so as to access other vital information
like banks accounts and details which can be used to transfer
funds. Another example is that access to a firm’s accounts such
as social media accounts can damage the reputation of a firm
since If accessed misleading information can be posted from the
accounts. On its evident information security is important in a
business.
Information can either be in soft copy that is stored in
electronics such as computers and on the internet or can
otherwise be in hardcopy that is stored in books and files just a
few to list. Apple Inc. has ensured that both hardcopy and
softcopy information is secured. To start with is the hardcopy
information which mainly stored in the firm’s data centres. The
company have employed a heavy security detail to guard the
centres 24hours in a day. The security personnel is also well
trained and well remunerated to prevent them from any
temptation of allowing access into the data centres to
unauthorized persons. Secondly, the firm’s data centres are only

14. accessed by a limited number of people whose identity is
captured. To enter through the doors of the data centres one is
required to use his fingerprints for the doors to open. This
implies that if your fingerprints or identity is not captured in by
the company entry is denied.
To secure its softcopy information Apple Inc. has a department
led by chief information security officer called George
stathakopoulos committed to secure the data (Nonaka &
Kenney, 2017). The department is responsible for carrying out a
risk assessment and risk management of data. The department
also does set develop information security policies to be used
by the company. An example of measures that the encrypting
the company’s information. This makes it hard for malicious
people to read and get the information. The other strategies are
like the use of passwords policies whereby employees are
advised on how to create passwords, use of firewalls to deny
access to certain online information and use of antiviruses.
These measures have helped to keep the company’s information
secure but more innovative ways need to be developed to
provide more security given that technology is evolving fast and
at some point, the measure may be obsolete.
Business intelligence
Business intelligence simply refers to ways, technologies and
tools that a business uses to gather, analyze and also present the
data to gain business insights. Collection and analysis of data
by a firm is vital for the growth of any company given that first
and foremost it helps in making informed decisions. Secondly,
data collected from the customers help the business realize the
market trends and identify the existing market gap as well as
needs (Chen, Chiang & Storey, 2012). The general benefits a
company which has business intelligence accrues is getting a
competitive advantage in the market and being able to generate
new sources of revenues.
Apple Inc. used business intelligence to develop the popular I
watch. This was after realizing that there has been an increased
demand for electronic gadgets necessary for health management.

15. The data was collected from the iPhone database which showed
many clients bought the iPhone since I helped them in managing
their physical exercises for example running. The insight
developed from the data was that if consumers would appreciate
a cheaper and smaller gadget which would help them manage
their physical exercises to keep them fit. It from the insight that
Apple developed the smartwatch which is popularly known as
iWatch. There is a wide spectrum of benefits that apple inc have
accrued from the iwatch among them being increased revenue.
Secondly, it evident that business intelligence is vital for noting
marketing trends.
The other way that Apple Inc. collect data for analysis is
through the collection of customers’ email addresses and the use
of pay per click ad advertisement method. The pay per click
method helps, in particular, to inform the company the number
of clients who view it add online and the effectiveness of the
method. This is crucial for the marketing department since the
department is able to make decisions about the best
advertisement methods it will employ using the data. This
proves that business intelligence has played a key role in
decision making of the company.
Information Systems
Information systems can be understood as interrelated
components which comprise things such as hardware, software
and data which work together to enable, collection,
coordination, analysis, storage and retrieval on demand for
information. There are various kind of information systems such
as transaction processing, decision information and decision
support information system just a few to mention.
Apple Inc. has been using information system since its
inception and it is one of the company’s pillars. Firsts and
foremost the Apple Inc. has been able to sell its products online
such as the iPad and iPod successfully courtesy of transaction
information system. This particular information system enables,
display, modification, collection, processing as well as
cancelling of a transaction. This implies that one can purchase

16. an iPod online from the company’s online store from the
comfort of his or her home using either a computer or
smartphone. The other avenue information systems have proved
to be inseparable with the business is in its iTunes business.
The iTunes is one of the largest avenues for purchasing digital
media such as music. The success has been brought about by
information systems which enables the business collet client’s
views and other important information which the company use
to decide how to improve the iTunes.Data management
Data management entails acquisition, storage, processing,
validation as well as providing security for the data. The aim of
data management is to have timely access to reliable
information. Furthermore, information management is essential
given that it helps simplify and provide quality information
from which insights can be gotten from.
Apple Inc. has used data management to develop customer
loyalty it and to better customer engagement. The company
acquires, stores and analyses the customers’ feedback who uses
and buys it products. It from these review, comments and
feedback that is able to improve the quality of its products. A
good example was when the company developed the Mac PC.
The development came about as a result of Macintosh success
but which was accompanied by tonnes of reviews. The
customers wanted a friendlier graphical user interface which
was not the case with Macintosh. The second avenue data
management is essential especially to managers is the
maintenance of resources data. This is, for example, human
resource data. Apple inc manages its employees' portfolio
through data management. This makes it easy to carry out some
tasks such as payment of salaries to the over 100, 000
employees in less than an hour.
Tools Business
There is a wide array of business tools that are used to improve
the performance of an organization and how it's controlled.
Examples of the tools include but not limited to planning,
record and control tools. Business tools are essential in the

17. sense that for example if they aid in planning it means that they
lower the cost of forecasting or save time that could else be
used to manually analyze data so that to forecast and plan how
to achieve the targets.
Apple Inc. uses an array of business tools to ease some of its
operations. These tools are fortunately its own products. The
company equips its employees as per their needs with Mac, iPad
and iPhones. These gadgets have incredible features of
gathering and analyzing data. Moreover, the gadgets can make
good use of applications that help in planning such as Zoho. By
doing so the company is poised to experience continuous
growth.
Networking
Business networking entails forming a mutually beneficial
relationship with customers and other organizations. There are
several benefits that a business which networks get. Some of
them are increased visibility, meeting new potential clients,
converting other organization into your customers and sharing
knowledge with the other business.
Apple Inc. has been keen to tap on these benefits. The firm has
formed a mutual relationship with Nike which is a reputable
sportswear producing company. Apple has collaborated with
NIKE to make the NIKE-iPod sports kit (Nonaka & Kenney,
2017). The kit helps runner monitor how they run on two
websites that are the iTunes and Nike+. This relationship has
worked for the benefit of apple Inc. which have gotten an
increased market for its iPods.
E-commerce
In this digital era, e-commerce has gained a lot of popularity
and acceptance. A lot of business transactions are carried
online. Apple Inc. revenues are driven by e-commerce. The
company makes an average of $5billion from iTunes (Apple Inc
Donohoe, McGill & Outslay, 2012). sells music and movies
online which earns it this high revenue. The other products the
company has and conducts e-commerce through them are iBooks
and Appstore. Clients can purchase books online from the

18. iBook. Additionally, customers can buy priced application
simply on the app store.
Client Relation Management (CRM)
Customer relationship management means the techniques and
strategies employed by a firm to enhance its customer relations,
manage the relations and even maintain customer relations
(Mascarenhas, Kesavan & Bernacchi, 2016). Customer relations
are important to a business given that they determine whether
there will be a brand switching or brand loyalty. Given that
firms chase brand loyalty the management is obliged to devise
ways through which to foster good customer relations.
Apple Inc. enjoys a notable brand loyalty courtesy of its good
customer relations. One of the ways that Apple ensures good
customers relations is by training its sales representative found
in its stores. This ensures that apart from purchasing iPhone
clients are well handled and educated on the importance of
having an apple product. Secondly, the company has always
been asking for feedback from customers after serving them.
Thirdly, after purchasing and registering an Apple Inc. product
the company does stop there, the customer receives emails
pertaining to the product which also help manage customer
relations (Mascarenhas, Kesavan & Bernacchi, 2016). Lastly, is
the online presence of the firm. Apple Inc. has official
Facebook and Twitter accounts whereby it responds to clients’
queries and questions at any time they arise.
CLA2 Introduction: Course #3
Throughout the BUS 730 Management Strategy for Performance
CLA2 course, we were introduced to the concepts of
Organizational Behavior and your personal effectiveness,
Solving problems, Motivating Others, Managing Employee
Performance. This course has given the come up effective
strategy in management for performance. This CLA2 paper
offers proof of my ability to Motivates others and Manage
performance. In organizational job performance when planning

19. a change initiative, it will be wise and advantageous to avoid
making future promises you can’t keep, this is because many
problems stem from failing to fulfill the obligations. It’s better
to keep hopes of what you can offer instead of saying yes and
agreeing to something you are not sure of accomplishing hence
disappointing people in return. (Seymour, Nicholson, &
Edwards, 2018). An example of the Snap studios was they dealt
with the supply of electric devices in Thailand. The supplies
manager had agreed on some additional pay of $50 to each
supply order they make, and the payment would take place after
two weeks of supply. All the delivery ways were good until
after a week the manager changed his mind after realizing that
the profits did not meet his expectations then he decided to cut
off the promise to half at the end of two weeks.
IT project management involves process planning and process
mapping, coordinating of both human resources, physical assets,
and financial resources around that various milestones an
projects that falls under information technology. Project
manager adopt a leadership role which integrate avid decision
making and team management competencies in the realization of
IT project goals. Although coordination and planning is the
major role of a project major, in the context of IT firms, the
critical role is project leadership, decision making, and
motivation.
Leadership tools applicable in IT projects include emotional
intelligence, authority, scarcity, social proof (role modelling),
among others. This course has given me ability, as i am working
as IT Manager, it helped me to come up with effective strategies
to motivate my employees and build high performance teams
which is both success to individuals and organizational and to
me to grow as effective manager with excellent management
skills.
BUS 730 CLA 2
Management Strategy for Performance
Leadership is the process of directing, organizing and managing
teams. A leader is in charge of people and activities in a certain

20. organization or task. Many leadership theories argue between
leaders being born and made. A leader can be either born or
shaped or influenced by the society. The main function of
leaders is to lead or co-ordinate teams to ensure goals and
objectives are met. A leader defines how competent a team will
and be and also determines its success. A competent leader in
IT will manage teams to ensure projects such as software
developments are completed on time and that everybody is
doing their assigned role. A leader is in command and has the
power and authority to exercise power and also use that power
to manage subordinate employees under them.
Qualities of a successful Leaders in IT
I. More cohesive as well as coherent.
II. Intellectual Stimulation
III. Energy
IV. Self-confidence
V. Assertiveness
VI. Dominance
VII. Motivation
VIII. Honesty and Integrity
IX. Charisma
The Functions of Leadership in IT project management
A good leader in IT projects organizes, directs and
organizes his or her teams to produce good results. A good
leader needs to understand people working under him or her to
know how to handle them. A good leader ought to know every
team’s personality and how to handle them under different
working environments.
Leadership styles
There exists a variety of leadership styles sat the disposal of
leaders depending with the situation at hand. They include:
I. Autocratic.
II. Democratic.
III. Delegative or Laissez-Faire

21. Types of Leadership Style
AutocraticThis style explains how a leader handles issues or
solves problems by entirely using his research, thoughts and
findings to settle on a decision. The leader may consult his
employees but fail to consider their input in coming up with a
final solution. The leader is a dictator and teams have to follow
his rules and abide by his decisions. Leaders do not engage
feedback or the two way communication model in making
decisions. The decisions made by these leaders sometimes may
negatively affect the result of the project made. Leaders in IT
should avoid this style as a dictatorial leader is not able to
manage teams and in IT a lot of teamwork is needed to complete
projects. (House & Mitchell, 1974).
Democratic:
Democratic style of leadership involves team in making
decisions. People forward their decisions, opinions or findings
to leaders and leaders actively consider the when making the
decisions. Stakeholders are also engaged and their opinions are
also used in making decisions for companies. Democratic style
gives freedom to employees enhancing their team work as they
work freely without oppression. This style is encouraged and
recommended to leaders managing teams in IT as they are able
to access the opinion of other stakeholders and make profitable
decisions.
Laissez-Faire
This style is recommended for leaders in IT projects. This is
because it gives people the full freedom to do whatever they
want as long as they produce results. It is advisable for people
working in creative works such as software’s developers. This
form of leadership fosters good relations between teams and
also enhances good rapport in working environment. A leader
managing teams in IT area should highly use this style to foster
originality and creativity among employees. They should also
limit the freedom given to their subordinates as too much
freedom reduces professionally which can lead to assumption of
duties.

22. Change Leadership
This is also referred to transformational leadership. This is
where a new leader comes up with new strategies to run an
organization, firm or project that was performing poorly by
implementing new rules. This form of leadership is applicable
where management was poorly done and there is a need to
change rules and regulations. Leaders in IT should incorporate
this form of leadership in new teams which were badly
organized in the past. It is effective for change and progresses.
Factors that determine which leadership style to use in IT
projects
Leadership style to be used may depend on the following:
The type of project underway. Some projects need creativity and
others are driven by supplies.
I. The culture of teams. What values, norms and responsibilities
are employees used to.
II. How risky is the decision being made and how many people
or activities. Designs that contain high risk factors should be
made by a team.
III. The type of task being done. Does it require a lot of
monitoring and supervision MOTIVATION
Motivation refers to the positive energy that ignites
commitment and consistency focused in achieving of the desired
objective. Motivation is reinforcing existing energy or
incorporating new will in someone. A leader needs to know and
learn motivation to be able to uplift the will of his or her
employees. Motivation is essential in all stakeholders but when
leaders lack motivation the team lacks direction and will to
accomplish their goals. Motivating a team is not an easy task as
you have to understand the weaknesses and strengths of the
individuals so as to know where they need motivation. IT
projects require patience as a virtue that emanates from intrinsic
motivation. A reward system in form of bonuses, promotions,
recommendations and awards are a form of induced motivation
in IT project management.
Types of motivation

23. External motivation-This is described as motivation induced in
form of social learning, observation and role modeming. In IT
projects, it can be induced through doing excellent and timely
projects where employees can emulate. One can also be a good
role model and set an example to other teams.
Intrinsic motivation-This is motivation that comes from within.
It is motivation arising from oneself depending on personality
traits. Strong willed people often motivate themselves. A leader
should encourage his team to be strong willed.
Ways to motivate a team in IT projects.
1. Reward teams which submit competent and excellent
projects.
2. Outline clear objectives and expectations of each member
3. Encourage healthy competition among teams.
4. Understand each individual and their abilities
5. Ensure clear guidelines are given and clear penalties for work
poorly done.
6. Engage your team in most aspects to foster good relations
and ensure the mission and vision are constantly reminded to
stakeholders.
Motivational Goals
These are the aims of motivating employees. They can be
divided into two:
One can motivate themselves to improve his or her productivity.
This is to ensure better results from a personal basis.
One can also motivate themselves where one uses opinions of
leaders or managers to better their results.
Importance of motivation as a project manager in IT
I. Increased performance- This is to ensure teams give
outstanding performances in their activities. It will eventually
lead to success in meeting the objectives of the firm.
II. Employee welfare- When employees are motivated, they will
perform their duties effectively which will foster a good rapport
with the management.
III. Loyalty at workplace. When employees are motivated, they

24. will be determined to meet their objectives which will
eventually make them feel as part of the firm hence being loyal.
Establishing and maintaining an IT team
This can be achieved through:
1. Incentives i.e. rewards such as salary increment, shopping
vouchers, vacation days and cash among others.
2. Challenging duties. Giving duties that are challenging
motivates people to learn new things and be more competent.
3. Parties for the employees, team building and camps for teams
to bond and develop a goose relation outside work.
4. Promotions for employees who have proven to be responsible
and good at their work.
5. List of fame for some organizations.
Decision making
Decision making is the process of diagnosing problems,
identifying alternative solutions to solve the problem, choosing
the best fit solution to the issue and implementing the chosen
decision. Making good decisions can be regarded a skill. A
project manager in IT will face challenging situations that
require skills in making decisions. Some of the situations that
will require decision making include; making new policies for
teams, deciding which method to tackle a particular problem
such as system maintenance among others. Leaders make
decisions in their everyday lives which can be termed as either
poor decisions or good decisions depending on the result. Being
in the IT department, there exists a range of risks which are
related to IT projects and the decision making skills. Decision
making is a sequential process that entails a lot of steps. The
first step in making a decision is making a diagnosis. This can
include problems you have identified with the IT department or
with stakeholders. The second step is brainstorming the best
alternatives. In this stage, one lists all the possible solutions
without ruling out or eliminating any alternative. After listing
all the alternatives, one selects the best fit solution. A research
is advisable before choosing the solution. As a team leader, it is
wise to engage your teams. Finally a diction is made and the

25. responsible teams are ready to start implementing the solution
(Nelson, 2007).
Decision making in IT field
In the IT field, there will be instances that will require
decision making. Some decisions can be made by a leader
himself without involving other stakeholders such as promoting
industrious employees and choosing team leaders. However,
some decisions are major and they hugely impact the
organization hence the team’s contribution is required.
This might be with the aid of the following decision making
tools:
a. SWOT analysis which analysis the strengths, weaknesses,
opportunities and threats of an opportunity.
b. Pareto analysis which focusses on initial planning and
massive preparation prior to implementation of the strategies.
c. Cost benefit analysis- The manager needs to have analytical
skills to evaluate the expenses for conducting a project and
expected returns for decision making and project selection.
d. Feasibility study- This involves collection of relevant data
and analyzing it to evaluate the viability of a project in
situations where there dilemmas in project selection from a
portfolio projects.
Decision making is key to any manager as it determines the
nature of results in an organization as well as acts as a measure
of competence of the leader. Decisions are made in several
situations and the most critical one being during crisis or while
facing a risk in an organization. Adams, J. Hayes, J. and
Hopson, B. (1976)
How a project manager applies motivation and leadership
Information technology has evolved overtime as
technology keeps changing. IT firms are increasing daily and
new leaders are being chosen every time to lead teams in
achieving the set objectives. There is a lot of creativity needed
in the sector and leaders need to be equipped with vast
knowledge on team management. There is also a lot of pressure

26. exerted on the leaders by stakeholders and a leader should be
able to work under pressure.
This will include:
a. Leading with others in mind.
b. Taking and accepting different opinions and ideas
c. Working together with teams and solving conflicts in a
professional manner.
Motivation
Motivating employees and teams in IT fields is very crucial.
Quality and timely projects require to be done and if the
employees are not well motivated, the result will be poor work
or late submissions.
Motivation can be done through the following ways;
I. Incentives i.e. rewards.
II. Challenges duties.
III. Parties for the employees.
IV. Promotions.
V. List of fame for some organizations.
Conclusion
The above skills are essential in leadership despite the field of
specialization. A leader determines how productive the team
will be. Employees look up on their leaders when performing
their leaders. A leader who is not in control is not revered by
his or her team. In IT, leaders determine the pace which teams
will follow. Incompetent leaders and managers result to poor
performance. One should use the three skills in shaping their
leadership skills. It is important to guide a team well as that
culture a leader instills in employees is passed on to future
employees. Omission of leadership skills will send the whole
team into chaos. Failure of engaging stake holders in making
decisions will result to poorly made decisions that may lead to
collapsing of a company. Lack of motivation will lead top poor
results and lack of productivity... In IT fields, all the three
aspects are necessary to ensure of long term projects in IT such
as software development and short term projects such as system

27. upgrade.
CLA 2 Introduction: Course #4 : BUS 720 Marketing Strategy &
Consumer Behavior
Throughout the BUS 720 Marketing Strategy & Consumer
Behavior course, we were introduced to the concepts of
Consumer Behavior and Marketing Strategy, Cross Cultural
Variation, The Changing American Society, Demographics and
Social Stratification, Subcultures, Changing American Society,
Group Influences on Consumer Behavior, Product Positioning,
Motivation, Personality and Emotion, Attitudes and Influencing
Attitudes, Self Concepts and Lifestyles, Situational Influences.
This course has provided me the ability to understand the
different aspects of Marketing and Consumer behavior and has
provided ability to implement them in the real time scenario by
coming up strategy to implement marketing solutions and
effective consumer behavior to see the consumer behavior
patterns and strategies to increase sales and perform effective
marketing for increased profits.
BUS 720 Marketing Strategy & Consumer Behavior
<< Attached below fourth Revised CLA2 paper>>
Consumer Behavior and Marketing Strategies
A consumer can be described as the ultimate user of service or a
product. In the consumer market, buyers of all good and
services for all kinds of uutility, whether personal or family are
included (Wendy, 2019). Consumer behavior describes how and
why different consumers make the purchase decisions they do.

28. It is the duty of marketers to try and understand such factors so
that they can appropriately produce good and service in line
with the people’s needs. Marketers and business owners have to
apply the science of evaluation in order to influence customers
and make more sales and achieve brand loyalty.
In order for experts to predict consumer behavior, they have to
look at the process of decision making of a consumer before
making a purchase. According to research, markers at times lack
enough time to influence customer behavior especially when
take a little amount of time to make purchases without covering
all the products displayed in a certain market. On- the spot
purchases with no prior intention account for about 59 percent
of the goods bought especially in supermarkets, something
marketers are still struggling to figure out.
Customer behavior can be influenced by giving buyers an
acceptable kind of motive. Interpreting consumer behavior
involves finding out what kind of good or service would attract
a certain kind of person. In a bid to feel good about themselves
in terms of health and appearance. Consumers can be enticed by
marketers to make purchases of products that are labelled
behind a legitimate reason. Sensory Stimuli is also part of the
marketing strategies and consumers often find food that look
good tasty. Marketers take advantage of this fact.
Products and Services
Consumer Behavior and Selection of Different Products and
Services
Consumers purchase goods and services bases on their
individual factors as well as their personal needs. Mostly, the
consumer’s choice of goods and services may appear rational
but in real sense, there is a reason behind every purchase
consumer make. Besides utilitarian purposes, consumers may
also purchase goods based on physical and biological factors or
even issues to do with love, emotions, social institutions, values
and goals. Personalities and prestige among others are also
factors that determine the consumer behavior.

29. Influence of Different Culture and its Values that Influence
Customer Behavior
Among the fundamental determinants of a person’s behavior or
their want, culture is one of them. According to research, social,
culture and sub-culture classes play a vital role in determining
the purchasing behavior of a certain consumer (Ahmed,2014).
The operation of culture is usually within set boundaries for
personal behaviors hence the operation of other institutions is
influenced. However, a lot of behavior is not necessarily
affected by culture since a larger percentage of human behavior
is acquired through growth and not innate.
Besides setting limitations within which many people think and
behave because the rest of the members of the society assume
that it is right by nature, consumer behavior is also affected by
the uniformity and diversity level within a given culture.
Cultures with collectivist ideology place a greater value in
acquiring uniformity while cultures that are individualistic in
nature are inclined towards diversity. In states like UK and
USA, people make consumptions based on their personal tastes
and preferences hence their decisions can be labelled as more
individualistic. Some cultures like the United States place high
value in hygienic products while others like China don’t.
Cross-cultural Influences
Culture contains attitudes, goals, beliefs, behaviors, rules and
customs. Markets also have a role to comprehend the diverse
cultural meanings and their differences from one society to
another. It is imperative to closely examine cross cultural
meanings and determine how these differences impact
consumers (Torobu, 2014). In the near future, it will be crucial
for consumer researchers as well as managers to cross-cultural
behavior influences the purchasing behavior due to the dynamic
change in the world as countries are becoming more cross-
cultural.
After attending a power and influence program, one participant
observed that it is not easy to influence people but influence can
be achieved by employing the right style of influence in the

30. appropriate situation (Yang, 2016). This will help to establish
more productive relationships and get better results. Avenues
for high chances of influence can be created through educating
project managers on how ton reach common grounds when
planning and executing projects, flexibility in a bid to gain trust
from clients and executives and finally networking with
relevant people who may help out in case one is stuck.
Digital Marketing
Looking at today’s market landscape, digital marketing has
become the in thing for business owners and traditional online
advertising methods have become a thing of the past and quite
annoying. Business owners therefore have to be up to the task
and keep a track of the online trends in order to stay ahead of
the market curve in this digital error (Jeremy, 2018).
Prioritizing blogging for your business as well as frequently
contacting customers and search engines managers goes a long
way in creating a space in the digital market.
Energy should also be directed in email distribution since they
are taken more seriously and can serve a huge population of
consumers. Engaging your audience in technological marketing
resources such as webinars and podcasts gives you an extra mile
in the digital world as your consumers will be informed all the
time of the emerging trends and most importantly, your
products.
Aspects of Digital Marketing
Retail Industry
The main purpose of digital marketing is to find and keep
customers of an established business. The business owner
should give the consumers a reason to get products and services
from them and not from other businesses (Francis, 2018). There
are several business tactics that can help one to promote a retail
business. Search of the local market campaigns is one of the
ways to promote a retail business since one has to get in the
game of digital marketing. If possible, one can create a website
for their business.
Discovering and creating content for one’s business woven

31. together with your business expertise can help one to promote a
business. It is also important to get engaged and keep in touch
with your retail customers. Running your business through
social media platforms that incorporate most of your customers
is a great strategy which may also include customer support
through messages. Joining local networks and business groups
with strategic partners can take a retail business to greater
levels. Offering delivery services to your customers will expand
the retail business in the long run.
Realtime Example of Consumer Behavior
Identifying and controlling a consumer’s attitude and behavior
remains to be one of the toughest challenges faced by
companies. Internet base research tools are less likely to suffer
the flaws of qualitative surveys and insights because online
interactions can capture customer feedback almost immediately
after the experience and there are less chances of biasness
(Macdonald, 2012). For instance, in the recent years, big
companies like Microsoft and PepsiCo among others have
introduced real-time experience tracking (RET) technology
which enable the to track their marketing decisions.
Concept Applied in Work Environments/Recommendations
When a workplace is stagnant and dull, this will definitely
affect the productivity of a person It is normal for an
employee’s motivation to be extinguished since routine and
monotony are inevitable (John,2015). It is however possible to
improve productivity as well as the working environment hence
increase productivity.
One needs to identify motivation killers at the work place and
get rid of them or just avoiding their company. Motivation of
employees through gamification is also important since
unmotivated employees may not be enthusiastic to complete the
allocated tasks. Badges and rankings can be used for the same.
Stating the goals and expectations of a company clearly
encourages employees to work fast and achieve the set goal.
Part II: Applied Learning Question Response

32. Advancement of technology has helped in the restoration of
many geopolitical spheres on the globe for instance in the field
of research. In any case, the research helps in finding issues in
relation to the progress of the Bitcoin on the international
market and more importantly the impact the globe as a whole
has had so far since the induction in 2009. The study plays a
pivotal role in ensuring that all factors required for Bitcoin
stability and the large block chain business are exploited to the
knowledge of investors and interested parties. It also expounds
knowledge of the Bitcoin business that is taking place all over
the globe. The issue on Bitcoins and digital currency has come
into place courtesy of technological advancement.
Advancement in technology has led to the development and
use of Bitcoins in the nation and across the globe. Bitcoins
could replace the US dollar in the opinion put forward by the
Coin base Cofounder and other analysts in the currency world.
The renowned currency analysts predict the ability of the
created digital currency taking over the position held by the US
dollar as a global currency reserve in the years to come if and
only if bitcoins get past the many obstacles that lie ahead
(Focacci, 2017). It is to the knowledge of the currency reservist
and all parties entailed to get to the bottom line of the matter
and ensure that the many milestones that lie ahead of the
bitcoins journey to becoming the world reserve currency.
Technology has led to a robust growth of Brazilian GDP by
a significantly huge percentage. Technology has contributed
immensely to the growth of many sectors across the nation for
instance those that deal in telecommunication as well as
technology related services. Taking the case of growth in
national GDP for cases of nations like for instance Brazil that
have had an improved economy for years due to technological
advancement. Talking of the progress that most nations have
made so far in the 21st century as well as a clear analysis of the
nations’ progress in the economic arena, one would not doubt
the greatness that is anticipated for the nations due to

33. technological advancement. An overview of steps made in the
last three decades more specifically in the military service
provides hope to the nation of the number one superpower
category that would likely happen in the coming few years.
Brazil is more likely to increase in terms of revenue
growth for the national development as well as for global
competition. In terms of geographical development the nation
would make huge steps in the development of artificial and
natural resources to match those of the bigger economies given
that the nation embrace technological development. It is a
matter of time that the nation would experience an enormous
technological impact in almost all sectors of the economy upon
embracing technology as a whole.
Technology advancement has allowed substantive growth
in the nation. It is the fasted growing service in the entire
nation both globally and locally. The fact that there have been
growth also links the process to some setbacks. The points of
strength that have led to the growth are the ever increasing
demand from customers in search of the services as well the
willingness of the government to support the business. The
governments across the world have shown interest in the growth
of telecommunication in a way that it subsidizes the business
since telecommunication as a whole breeds market for other
industries in the nations. The government support for the
industry has been in the limelight across the globe as most of
investors both local and international have been given support
to venture into the telecommunication business. The nations in
South America in as much as they rely on other means of
economic development wholly making them to feature as the
average nations across the globe in a way have embraced
telecommunication. Brazil for instance have had an increase in
GDP per capita courtesy of the nation’s willingness to engage in
economic development.
The nation has shifted from wholly relying on oil to other
business portfolios all in the name of diversification. The effort
that is echoed in most of the South American nations as per the

34. 2018 fiscal year summit aims at ensuring an increase in the job
opportunities in the nations for the people as well as
improvement of social amenities. Brazil is expected to make a
move in the boosting of geopolitical influence in region upon
the construction of land routes estimated for $54 billion all the
way from city to water port Argentina. Pinning down to Brazil
as a good example of nations that have experienced
technological advancement, one can easily express their
findings on the nature of business that technology as a whole
has brought into force. Embracing technology goes a long way
in as far touching on the nation’s borders and the defence
system of the country all through use of modern weaponry that
utilize technology hence making the nation bid against her
enemies.
Conclusion
In conclusion, the field of marketing and business is going
through a period of digital revolution. Increasing population is
also leading to more implementation of companies and hence
the working population is struggling to maintain their jobs. The
competitive number of business also calls for more advanced
and appealing product and services specifically designed to
fulfill consumers’ needs which are different, complicate and
dynamic.
Change is inevitable in any organization in the 21st century.
Leading change process is an involving task which requires
most of the project management skills. The biggest milestones
in the history of leading change were achieved from 1960s to
2012. The leadership style employed by a leader highly
determines if the change will be achieved or not. Poor
communication, planning and peer pressure are some of the key
reasons for resisting change in organizations. Motivations for
change are fundamental in change process and the Maslow’s and
Herzberg theories can help in determining what motivates

35. people. Lastly, there are six key factors which can make the
process of implementing change a success.
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emergent-powers-struggle-geography
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(2018). Including Students’ Geographies in Geography

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innovation management: A case study comparing Canon, Inc.
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Surname3

39. My name
Instructor
Course title
Date
Leadership Event
The journey to becoming a good leader is lengthy and it calls
for patience, dedication, and readiness for learning. I should say
I am such a person, it is my wish to be a good leader and so I
am always devoted to learning new issues related to leadership
(Ahmed and Bach 41). A week ago I requested my role model,
professor Andrew to help me understand some leadership skills
that may help me in my journey. It is following this that he gave
me an appointment to meeting him last weekend at his home
place starting from 9 am to learn more about leadership. This
meeting was all fun such that the 5-hour session seemed like
half an hour.
Well, my learning began as soon as I received the appointment
because I had to know what to wear and how to groom. Meeting
such a person was not that easy but I had to prepare myself
adequately and be punctual (Ahmed and Bach 49). It is from
this that I learned about punctuality when it comes to
leadership. This is one of the leadership skills that any leader
should embrace. Punctuality stems from time management
(Ahmed and Bach 49). Learning how to manage your time
properly helps one gain the skill of being punctual. I arrived at
the professor's place exactly 9 am. I was very cautious with
time. This was my first skill to learn during this appointment.
My second skill to learn was from the guidance I received from
my role model, Professor Andrew. He made me understand that
a leader should be flexible (Ahmed and Bach 47). To elaborate
this he used our appointment to elaborate this point. Well, he
had many other things to do and get himself busty that day but
following my request, he decided to adjust his schedule to fit
me in. This was to show that a leader should be able to adjust
his/her programme depending on the issue at hand (Ahmed and

40. Bach 48). This was my second skill to learn during this
meeting.
Next, Prof. Made me understand that leaders should have good
communication skills (Ahmed and Bach 50). This was learned
all through the 5 hours. Communicating with him for all this
long helped me gain new insights on how to communicate with
people of different levels. For example, I learned how to
communicate with my seniors from the way I was
communicating to him all through. I also learned how to
communicate with people of a lower level from how the
professor was talking to me. It is from this that I learnt a leader
should be able to communicate fluently to different people
regardless of their social status and level.
The next leadership skill to learn was that a leader should be
respectful (Ahmed and Bach 50). My role model made me
understand that respect is two-way traffic. That was to mean
leaders should before anything else respect themselves first. It
is from the respecting oneself that one can respect those he/ she
is interacting with inn day-to-day activities of leadership. A
leader can only maintain a good relationship with others
depending on the way they treat and handle those around them.
This should be applied regardless of the level and social class
of the person (Ahmed and Bach 50). I could also relate what he
was saying from his behavior with different people. He has
always respected all people he deals with including students, his
colleagues and his employees at his home. I learned that respect
is a virtue everyone aspiring to be a leader should strive to have
by all means.
Additionally, during this appointment, I learned that a leader
should be responsible (Ahmed and Bach 48). A leader should be
responsible enough to admit to his/her mistakes or failures
instead of getting a blame game on others. I t is after accepting
the mistakes that he/she can try and find a way to solve the
problem caused or strive to improve the situation to avoid a
repeat of the same incidence. This call for a leader should be
able to reflect and open to feedback (Ahmed and Bach 49). A

41. responsible leader means that he/she can admit and get solutions
to any problem at hand.
I also learned that a leader should inspire those around him/her
or any person he/she comes across in their daily life (Ahmed
and Bach 51). This is because leaders interact with different
people with different problems and who are seeking to get
solutions to their challenges. A leader in such an environment is
expected to persuade such a person to gather courage and
believe that they can overcome all their challenges (Ahmed and
Bach 51). A leader will only inspire others through living a
good example that people can emulate or admire in them. For
example, a leader should be able to solve problems such that
when those around them get into a difficult situation, they can
look up to them and get encouraged from the way such a leader
handles a given situation.
In conclusion, my meeting with Professor Andrew helped me
with my leadership journey. In this meeting, I learned that a
leader should always be punctual to avoid being late for
important appointments or meetings. The second skill was
communication skills. That a leader should be able to
communicate well with all the people around them regardless of
the social class and level. I also learned that a leader should be
respectful in his/ her talking, actions and relationship with
others. Leaders should also be flexible enough to listen to other
people in decision making. Lastly, I learned that a leader should
be responsible and inspire others in all possible ways.
Works Cited
Al Dawood Ahmed and Christian Bach. Major Traits/Qualities
of Leadership: 41-51.
Running head: DOCTORAL QUALIFYING EXAMINATION
PAGE 1

42. DOCTORAL QUALIFYING EXAMINATION PAGE
46
Doctoral Qualifying Examination
Angelina
University
Doctoral Qualifying Examination
Introduction
The Doctorate program in business administration for year 1at
University includes the introduction of the concepts of
marketing strategy and consumer behavior, business
intelligence, leading change, a management strategy for
performance, global economics, and finance for managers. This
paper includes the evidence of the concepts learned in four of
the above-mentioned courses which are management strategy for
performance, leading change, marketing strategy, and consumer

43. behavior, and business intelligence in the order it has been
given.
Part I: Portfolio of CLA 2’s
CLA 2 Introduction: Course #1 Marketing Strategy & Consumer
Behavior
Marketing strategy and consumer behavior are related to the
strategies applied to attract customers and the impact of these
strategies on the customers. These strategies are made based on
the behavior of the consumer may it be location, culture, region,
income level, religious impact, and brand loyalties, more
importantly, the knowledge of the technology that is prevalent
(Gbadamosi, 2009). This course has changed the author’s
viewpoint from the perspective of how the business runs in
various location based on the cultures. The author of this paper
works as a Business systems analyst, though she has not directly
involved in any of the marketing strategies instead she has to
meet business partners from various departments. Through this
course, she learned that she must learn about the stakeholder’s
pain points and the culture of the team before meeting them.
She also learned how to strategize business requirement
meetings and collect information from the stakeholders. This
has helped her in gaining the trust of the business users and
continue the conversations with ease and completed almost 6
projects without any bottlenecks.
Cultural impact vs Consumer Behavior:
The author has also applied the cultural concept of this course
in meeting with the business located in various locations like
India, Belgrade, Birmingham, and England. She used the nature
of perception important learning of this course in molding the
business towards the decisions she wants (Adler, 2011). For
example, the author of this paper sent various demos of the
projects they implemented to the business and had asked them
to go through them before meeting for the business
requirements, this way business already knew what has been
implemented and they have a sense of what they need and relate
it to the demo (Adler, 2011). Though the business users might

44. not remember everything still they have a vague memory of
something like this being seen in the demo, which made the
requirements session much easier.
Subconscious memory vs Marketing strategies:
Generally, people tend to remember whatever they sense
by the five senses, even if a person forget somehow it stays in
the brain but loses attention. In the same manner, when an
advertisement is played on television or radio though a person
is not paying attention it is captured in the subconscious
memory (Adler, 2011). This plays an important role in
strategizing marketing for any product. For example,
advertisements like Car wheels, even though they are not
regular household purchase items, when there is a need to
change the tiers then from the subconscious memory this comes
out. It is important for business organizations to keep this as an
important aspect of marketing (Saghir, Abid, Ayub, Zaheer, &
Batool, 2017).
Impact of Reference groups on marketing strategy:
Besides the above two concepts, this course has given the
opportunity to learn other topics like reference groups and their
impact on the marketing strategies, the concept of household
type, cross-cultural variations, nonverbal communication via
marketing and the behavior of the consumer while making
decisions (Al-Hyari, Alnsour, Al-Weshah, & Haffar, 2012). The
CLA and PA’s of this course has been a great help in
understanding the consumer behavior based on the various
products that have been traditionally used and the influence of
the brand and information prevalent on the product in the
location (Saghir, Abid, Ayub, Zaheer, & Batool, 2017). Other
concepts that have been learned and did some research are the
reference groups, purchasing behavior of the consumer, the
impact of the Angry bird’s video game on the common people
and how the movie “Angry birds” and the organization “Birdlife
International” became famous based on this simple app.

45. BUS 720 CLA 2
CLA 2 – Marketing Strategy
Marketing Strategy is the comprehension of how to pull in
clients towards items or administration and the systems used to
understand the clients. Promoting employees or supervisors
should initially get when and how to utilize the learning of any
social gathering or networking meetings (Hawkins,
Mothersbaugh, & Best, 2015). Numerous associations burn
through billions of dollars in considering shoppers, to draw in
clients and strategizing the showcasing of the items
(Gbadamosi, 2009). Aspects such as costs engaged with
promoting, values associated with showcasing for children,
conditions, the culture and tending to the present society are
important considerations for advertising (Kaufmann, and
Gaeckler, 2015).
Marketing strategies fundamentally incorporate 4 distinct
advances like knowing the objective, looking into the rivalries
included, the channels of promoting and breakdown of the sales
process with the AIDA model. AIDA is mindfulness, intrigue,
want, and activity. These breakdowns of advertising techniques
can help numerous showcasing users to strategize and draw in
buyers (Wu, Chaney, Chen, Nguyen, and Melewar, 2015). A
promotion strategy can be used for various stages, so it is
significant for any analyst to pursue an appropriate procedure
and utilize legitimate apparatuses to grab shopper conduct
(Gbadamosi, 2009).
Review/Analysis of the Case
The research in this paper audits and investigate the showcasing
technique for various customer practices. Diverse showcasing
techniques that are dependent on culture and sexual orientation
are examined in this paper including the exploration for how to
bring products into outside business sectors. Other than these
previously mentioned points, this paper incorporates what
subjects or procedures can be utilized for vacation and future
planning is examined for a wide range of clients like
understudies and different experts.

46. Culture-Based Marketing Strategies
Culture-based advertising is something where an economic
specialist needs to comprehend the way of life of a nation, state,
society, standing, belief, religion and so on. Culture-based
showcasing includes estimations of a specific culture and the
buying choices (Bahar Isin, & Alkibay, 2011). Information is
gathered related to who settles on the choices in a family, who
has the high ground in a specific culture, choices for designs,
and other basic leadership factors include atmosphere, language,
images and point of view (Zielke, and Dobbelstein, (2007).
Some showcasing styles are affected by the ethics, qualities,
and ceremonies of a specific culture, for instance, halal
confirmed products for Muslims (Al-Hyari, Alnsour, Al-
Weshah, & Haffar, 2012).
Sex-Based Marketing Strategies
Sex-based promoting focusses on variances in sexual
orientation, like male-female and LGBT people groups. The
world has turned out to be progressively open and tolerate a
wide range of sexual orientations (Lin, 2013). The fundamental
factor that impact this sort of showcasing methodology is that
the men simply need to go straight into the shopping center and
purchase stuff while for ladies they are more into the subtleties
of the items and the sort (Lin, 2013). Currently, the online
business has turned out to be increasingly predominant and the
sexual-orientation-based advertising impacts this. Men simply
need the brand, size, and shading prior to making a purchase
decision. They simply go online to select what they need and
checkout. For ladies, it is different as, ladies need to look and
feel so their promoting to them is extraordinary (Kaufmann, &
Gaeckler, 2015).
Outside Cultural Components
The top to bottom investigation of unknown dialects, writing,
and societies empowers people to speak with individuals from
different nations and develop a comprehension of and regard for
social practices not quite the same as one’s own. It is a
difficult, fun, and profoundly remunerating background that

47. makes you aware of the decent variety, wealth, and
interconnectedness of our reality, and sets one to dependably
draw in with the worldwide network (Bahar Isin, & Alkibay,
2011). As a major aspect of working together over societies, an
individual regularly needs to foresee how others will carry on
(Lysonski, 2014). People can use a book, an article, or a blog
entry about social contrasts to learn about a specific product or
service. Different viewpoints that should be considered in item
presentation in any outside market are proper research, culture
education, political angles, religious contemplations, regional
contemplations (Palmer, 2005)
Present or Future Work Setting
The course Marketing Strategy and Consumer conduct give a
nitty-gritty comprehension of promoting technique for various
angles like culture, sex, age gatherings and qualities which
gives knowledge of how shoppers act in various circumstances
and how these buyer practices can impact advertising of an
item. All through this course, the primary themes that can help
an individual set up their present or future profession
alternatives is buyer conduct dependent on the reference
gatherings, networks, and public activity (Bahar Isin, &
Alkibay, 2011). The Author of this paper by and by scholarly
numerous parts of advertising and used these methods while
gathering the prerequisites from the business.
The points like green showcasing, moral qualities to be viewed
as assistance an individual set up their business in a fitting
manner. The author of this paper has her very own business and
used the greater part of the points to see how to draw in clients
of various areas and societies (Kaufmann, & Gaeckler, 2015).
Pulling in individuals from various religions with Halal
authentications, sexual orientation-based showcasing by selling
ladies and men items independently and strategize in like
manner (Zhu, and Haipeng (Allan) Chen, 2017).
Summary and Conclusions
The research of this paper concludes that social media and
social groups are important for any product decision-making

48. process especially when selecting the brands or models of the
products. The influence of these groups in various forms on an
individual is classified and these classifications vary depending
on the type of product being bought. Daily household products
have a normative influence whereas getting a pet may have an
identification influence. It all depends on how an individual is
considering buying the product and reference groups influence
the decision making
Relationship between Marketing Strategy and Management
Strategy
Branding of the organization is very impactful when it comes to
attracting the customers and it is important to have this
branding and vision of the organization is known by every
employee by which they can work towards that branding
(Saghir, Abid, Ayub, Zaheer, & Batool, 2017). Marketing
strategy helps the organization grow externally and improve
sales and leads. To grow the external side of the organization,
internal management is very important. If internal employees
are well managed then the external sources will be successful.
Management for performance helps in decision making and
proper management of the teams and groups which indeed helps
in the decision making of the strategies being used for
Marketing (Vieira, O'Dwyer, & Schneider, 2017). Besides this,
work culture helps in spreading the word of how well the
organization is managed and attracts customers accordingly via
proper marketing process.
CLA 2 Introduction: Course #2 Management Strategy for
Performance
Management Strategy for Performance is related to how an
organization builds a strategy to increase the performance of an
organization and the impact of those strategies on various
factors, for example, employees and external customers (Mark,
2005). The key learning concepts of this course are the
development of organizational behavior, becoming an effective
manager, framework for the motivational environment, and

49. leadership skills and its impact on organizational growth.
Development of Organization behavior:
Organizations consider internal development as an important
aspect of growth (Maley, 2011). Maley says that organizations
achieve this in various ways for example: conducting surveys
within the company, consulting experts, building a team, and
brainstorming on areas to develop. The concept of keeping track
of the activities, objectives, avoiding the bottlenecks and fixing
the issues instead of being stuck is important for the
development of a firm (2011). This concept has helped the
author to understand how important it is to provide feedback to
the organization and provide timely updates to the managers to
help them grow together as an organization not individually.
Effective Manager:
The important aspect of the growth of an organization having
effective managers and it is managers responsibility to track the
objectives and work with the employees (McAfee &
Champagne, 1993). Managers to become effective need to
understand the value of his employees, listen carefully and
communicate, express gratitude as and when needed, trust the
employees and make decisions considering both the employees
and the vision of the organization. Besides these factors, it is
also important for a manager to resolve any conflicts and have
clear transparency with the team (Chau, 2008). The author has
learned these factors in real time with the team and
implemented many projects successfully in the past few months.
Motivational Environment:
The relationship between the strategy and the management
systems plays an important role in a motivational environment.
Organizations usually have a strategy of scheduling
performance planning, management, and performance appraisal
(Zielke, & Dobbelstein, 2007). Zielke also mentions that this
strategy of considering the internal organizational culture
motivates the employees to grow and provide services to the
firm (2007). SAP, a German-based company, globally has
implemented success map which allows employees to set up

50. goals with their managers via SAP talk which helps the
employees to stay on track with the vision and goal of the
organization. Besides this SAP motivates the employees by
providing a better employee culture with better infrastructure
and timely bonus.
Leadership Skills:
Leadership is another key factor which impacts the growth of an
organization in various ways. Leaders of an organization are
responsible for putting the strategies together and make the
management work towards the vision using this strategy (Maley,
2011). Leadership skills are of various kinds two of them are
the Transitional Leadership and Transformational leadership.
Steve Jobs and Bill Gates are two extraordinary leaders who
have revolutionized the business world with their leadership.
Steve jobs were considered as the transitional leader as he used
to punish his employees if they have not reached the goals, on
the other hand, Bill Gates was very soft and motivated the
employees to complete their goals by giving them some
personal time and checking with them every now and then (Wu,
Chaney, Chen, Nguyen, & Melewar, 2015). These two amazing
and different leadership style leaders have achieved success in
their own way of leading.
BUS 730 CLA 2:
Management Strategy for Performance
The primary focal point of this course was to discuss the
Management system for execution. At first, the course centered
around the presentation and afterward burrow more on to
different subjects like initiative and its impact on the exhibition
of the association. On the other hand, this course additionally
incorporated the attributes of the group and the employing
procedure which was key for any association (Zielke, &
Dobbelstein, 2007). This course gave knowledge of practically
every one of the elements that influence the exhibition of an
association that is from the individual chiefs to the group and
afterward to the new contracts which were special (Chau, 2008).
The following are the investigations of the paper with respect to

51. the learning destinations of this course is Management
methodology for execution.
Review/Analysis of the Case
The Management of Organization Strategy:
Choices made by the associations are presented to accomplish
their vital objectives. There might be numerous elements for a
firm to consider when making a decision (Maley, 2011). For
instance, if a firm is into assembling a specific item, at that
point, there might be specialists in the related field to settle on
choices related to a decent item for the current market. It may
not rely upon the proof yet instead on the specialists' learning
and experience that they need to develop and accompany an
arrangement to accomplish the procedure. As the administrators
and specialists have great involvement in the worldwide market
they utilize their very own aptitudes to determine good choices
which may likewise prompt achievement or disappointment
(Baldwin, Bommer, & Rubin, 2013).
To discover more proof, the association needs to discover
courses through which it could accomplish their very own key
objectives. Each association has its own arrangement of
objectives. Along these lines, if a specialist works and finds
proof in an association, similar proof does not infer for another
association (McAfee, & Champagne, 1993). The master must go
for more research to choose effectively for the new association.
Occasionally the standards might be the equivalent of what we
realize in any case, when we suggest those standards
continuously in our working environment we have concocted
great research to use sound judgment to get great outcomes.
Work Culture:
For each association work culture, execution and inspiration to
their representatives might be extraordinary and can be learned
through numerous sorts of research yet a definitive objective is
to concocted great procedures to diminish or dispose of the
issues. Appropriate arranging is to be made to generate great
outcomes (Zielke, & Dobbelstein, 2007). It is critical to
spurring representatives prompts a solid workplace that uses

52. sound judgment. Explicit objectives and courses of events will
encourage live execution by performing a significant
advancement. The supervisor may use phrases like, "attempt
your best" or "we should build deals", in order to have a better
work culture. These objectives need clarity and cannot be
estimated (Baldwin, Bommer, & Rubin, 2013).
External relationships:
In the organization, everything must keep running in every
division quickly, there's no space for mistakes. The issue is that
as contrasted and various directors, our evaluations for
customer administration region unit beneath normal. The
objective is to expand these appraisals and improve customer
administration skill (McAllister, 2004). To attempt to that we
must handle what measurements region unit being utilized to
frame this evaluation. The more the questions can encourage the
U.S. to set up zones were the issue, or a piece of the issue is.
Various chiefs can determine what is a fair activity and this
benchmark can work to help understand our disadvantages.
When we have enough information to grasp various partners for
a social affair, we can start to address key issues as the reasons
for these issues are a blessing. Some of the partners will grasp
diverse key directors (HR and IT administrators), high and low
playacting administration reps, and potential clients. The
gathering should center around identifying unmistakable issues
and explanations behind these issues (Baldwin, Bommer, &
Rubin, 2013).
PADIL:
Using PADIL as a system (Problem, Alternatives, Decide,
Implement, Learn) one can work from unmistakable potential
arrangements to executing them, and finally to the development
and see what was found out from the aptitude (McAllister,
2004). Inside the activity the occurrence of various supervisors
included; Associate in Nursing motivating force structure,
interceding now once a rep does not perform well, or doing
nothing. As a chief, we can experience work for reps that
perform inadequately that grasp them shadowing the most