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Operations management and marketing strategy

Stage 2,  compulsory (all pathways)

Students will study the tools and techniques used in the development of operational systems and the factors that affect the choice of operating methods.

The course examines the different approaches to the planning cycle (operating system and facility design) regarding the strategic aims of the organisation. It also looks at different production control techniques and their impact on the effectiveness and efficiency of an organisation, equipping students with a broad knowledge of strategic marketing in an industrial context and a demonstrable range of analytical marketing skills.

Topics covered

Operations Management:

  • Operations processes design
  • Design of the operations network
  • Operations strategy
  • Inventory planning and control
  • Materials requirement planning: MRP/MRPII
  • Lean management (JIT)
  • Sustainable supply chain management
  • Quality planning and control
  • Quality management systems (ISO 9000)
  • Business process performance management

Marketing Strategy:

  • Marketing analysis
  • The competitive environment
  • Using the segmenting, targeting and positioning model (STP)
  • Branding
  • B2B & services marketing
  • Flexing the marketing mix
  • Customer insight
  • Price and distribution
  • Digital marketing
  • Integrated marketing communications

Learning outcomes

  • Identify and critically assess the strategic factors implicated in the choice of operating methods
  • Assess the merits and limitations of specific tools and techniques of operating systems
  • Explore and critically assess the development of manufacturing and service operations management as a subject, and the strategic concerns of including inventory management involved in operations decisions
  • Select and appropriately apply a variety of strategic marketing conceptual tools and assess the marketing environment for an organisation
  • Analyse the criticality of inter-relationships in the marketing mix of an organisation and its competitors and assess tactical initiatives in the context of the 7 P's of service marketing and Porters value chain frameworks
  • Develop and critique a range of marketing strategies through effective synthesis of theoretical knowledge and examples from business

Assessment

  • Individual report [2000 words] (40%)
  • Three-hour written examination (60%)