MC6050 - Delivering Customer Value (2017/18)
|Module specification||Module approved to run in 2017/18|
|Module title||Delivering Customer Value|
|Module level||Honours (06)|
|Credit rating for module||15|
|School||Guildhall School of Business and Law|
|Total study hours||150|
|Running in 2017/18||
The module offer students the opportunity to critically engage with the process of managing and developing a portfolio of products to deliver ‘best value’ for the consumer who will then stay loyal to the organisation.
Effective and innovate new product development techniques will be explored along with the development of effective distribution channels, to ensure organisations can produce, distribute and sell the ‘right’ products in an effective and creative way.
The module will be delivered weekly in 3 hour interactive sessions
- To critically evaluate the new product development process for managing and developing an organisation’s product portfolio to deliver ‘best value’ for customers in support of organisational objectives
- To develop an in-depth understanding of the role of creativity and design in marketing and how it enhances business problem-solving and decision making
- To explore the process for managing an organisations portfolio of products
- To recognise the key principles and purposes involved in developing organisational distribution strategies
- To assess the nature and scope of intermediaries in the distribution channel(s)
- Introduction to NPD, its stages and the role of creativity in the purchasing process
- The contribution of the product management process to delivering customer value
- The role of innovation in the NPD process and in re-launching existing products
- Developing a culture of innovation within an organisation
- The role and importance of distribution strategies
- The nature and scope of intermediaries in the distribution channel
Learning and teaching
The module will be delivered over a 15 week period consisting of 3 hour workshops. The key theories, models and concepts of new product development, product management and distribution strategies will be addressed in the weekly sessions.
The workshops will consist of case study analysis, group discussions, question and answer sessions and presentations.
Guest speakers from agencies will be provided to speak with students
Upon completion of the module students will be able to:
- Develop and implement an effective and efficient channel management strategy
- Develop and manage a product portfolio
- Understand the role and importance of the effective development of new products using innovation and other techniques
- Demonstrate an understanding and appreciation of developing suitable strategies to meet customer needs and organisational objectives.
The module is assessed by two elements- Group project (30%) and individual report (70%)
The group project
Is designed to aid student learning both as part of a team and independently. It allows for critical reflection. Coursework is designed around the application of theoretical models to a practical situation and develops multiple skill sets. The main thrust will understand how to respond and develop cost effective and creative solutions to meet customer needs and present arguments in a cohesive and professional manner all of which will not only enhance academic growth, but contribute towards employability skills desired by the university.
The individual report
Will allow students to demonstrate their understanding of the module by examining the launch of a new product (either current or in progress) to critique the process and suggest improvements based on research, academic theory and best practice.
Constructive alignment of assessment strategy to learning outcomes and skill development
|Assessment strategy||Learning outcomes||Skill development|
Group presentation including supporting materials
|1,2,3,4||Researching (A), application of knowledge and presenting data (A). Communicating,(A) time management,(A) interpersonal skills (A). Digital literacy(P) and IT skills(A)|
|Individual written report||1,2,3,4||Researching (A), application of knowledge and presenting data (A). Communicating,(A) time management,(P) interpersonal skills (A). Academic writing(A)|
Kotler, P. Keller, K. Brady, M and Goodman, M ( 2012) Managing Marketing, Pearson
Trott, P. (2011) Innovation Management and New Product Development, FT Prentice Hall
Annacchino,M (2003)New Product Development from Initial Idea to Product Management, Elsevier Butterworth-Heinemann
Crawford, C.M and Di Benedetto, A (2011) New Products Management, McGraw Hill International
Ambrose, G. and Harris, P (2010) Design Thinking, AVA
Other information sources
Journal of Marketing
International Marketing Review
International Journal of Research and Marketing
Harvard Business Review