What you will study
The module poses such questions as: What is marketing exactly? How is it done in different contexts, including the public sector? What’s internal marketing? Who are your customers and stakeholders? How can you avoid marketing mistakes? Precisely what is your organisation exchanging with consumers and clients? How does your organisation deliver your goods and services and how does it add value? How do you price, promote and deliver your goods or services? How do you keep your consumers and clients happy? Why is finance important? What are budgets for and how can they be used? What are costs and how can you break them down to understand them better? What is cash flow and why is it important? What’s a profit and loss account and is it relevant to non-commercial sectors?
At appropriate points throughout the module, questions of business ethics and sustainability are addressed and you are encouraged to consider these aspects carefully in the module activities you undertake.
Through activities related to your own work and practices and related reading you will critically reflect on and analyse workplace situations and your own ways of managing clients and finance. The module is ‘solution oriented’ to help you to understand work situations from a manager’s perspective, and to work out what to do, given that you are not likely to be in charge of the organisation you work for. As you work through activities, problems and solutions, you will question the idea that there are single solutions to problems or that there is ‘one best way’. You will come to understand the constraints, choices and demands that managers need to take into account when making decisions.
As many first line managers are not directly responsible for marketing or finance, the module includes problem scenarios and cases for you to work on. A single problem scenario runs through the finance content to help you make sense of how the different elements of financial management fit together. The idea is to improve your understanding of finance so that you can improve your managerial decision making, rather than to teach you accountancy. The same is true of marketing: every manager needs to understand who the organisation is serving, and why, in order to manage employees in the organisation more effectively.
Further information about the certificate to which this module contributes can be found in the Professional Certificate in Management Information and sample study module material booklet.
The teaching and learning strategy of Managing 2: marketing and finance is problem-based. Through this approach, the module aims to develop the skills an effective manager needs: such as analysis, constructing sound arguments, critical and reflective thinking, problem identification and problem solving, active listening and communication, sourcing and presenting information, and report writing. Many of these are the same learning skills that any university-level learner requires and will help to equip you for study at postgraduate level.