DM2001-Products and Services

Module Provider: International Business and Strategy
Number of credits: 20 [10 ECTS credits]
Terms in which taught: Autumn / Spring / Summer module
Non-modular pre-requisites:
Modules excluded:
Current from: 2018/9

Module Convenor: Mrs Maggie Cooper


Type of module:

Summary module description:

This module builds on the foundations laid in Organisations and the Environment to explore the principles of marketing and strategy in relation to the workplace more deeply. Themes include stakeholder analysis; strategic resources and competencies and their audit; opportunities and competition (external market evaluation); Markets and marketing: research; market segmentation; marketing mix and planning; sales strategy; innovation and product development.


This module is benchmarked against the following CMDA Knowledge and Skill criteria: (Operational Strategy; and Sales and Marketing), which are set out in the CMDA Assessment Plan – see ger_Degree_Apprenticeship_.pdf.

This module is mapped against the following CMI level 5 module: (5008v1 Conducting a marketing plan), and forms part of the dual accreditation for the CMI level 5 Diploma in Management and Leadership. See


The module aims to develop deeper knowledge and critical understanding of strategy and marketing.  Students are supported to apply these skills as they scrutinise the way their organisations operate.

The module aims to prepare students to:

1. Develop and implement organisational strategy and plans, including approaches to sustainability and stakeholders.

2. Assess the drivers of organisational change.

3. Create marketing and sales strategies, to segment and target relevant markets and customers (global and local), through the analysis of opportunities and ways to market.

4. Innovate in relation to product and service design.

Assessable learning outcomes:

Assessable outcomes

By the end of the module the student will be able:

1. Analyse the processes within an organisation that make up its operations and how these relate to the organisation’s strategy.

2. Develop and evaluate a marketing plan that contributes towards achieving strategic organisational objectives.

3. Critically assess their organisation's strategy and the process of strategic formation.

4. Analyse factors that drive change in their organisation and understand the organisation’s reaction or lack of reaction to those factors.

Additional outcomes:

Students should demonstrate how they have:

1. Applied their knowledge to understand the critical factors driving change in their organisation

2. The ability to evaluate an organisation’s marketing strategy

3. The ability to analyse and evaluate an organisation’s approach to strategy

4. Understand systems of innovation and product development

Outline content:

Students will examine the development of organisational strategies and plans, the development and delivery of operational plans and consider the factors impacting on effective marketing planning. They will explore factors that drive organisational change and responses to these. Students will consider creative approaches to developing solutions to meet customer need, through the use of customer insight and analysis of data to determine and drive customer service outcomes and improve customer relationships. They will also identify theory and models that will inform their thinking.  They will be expected to apply learning to their work place and be able to assess individual and organisational practice in the areas of strategy and marketing.

Brief description of teaching and learning methods:

The module will be taught using a blended learning approach. This will include directed self-study, workshops, group work, peer support, and other learning activities. During the module, students will follow a guided-learning path that will require them to read materials, access other core and optional learning materials and undertake a range of activities. In addition to the learning path, students will attend workshops. These are facilitated sessions that will help consolidate knowledge, apply it the workplace and develop higher order cognitive skills of analysis and evaluation. Students will be expected to relate their learning to their day-to-day work

Contact hours:
  Autumn Spring Summer
Practicals classes and workshops 21
Work-based learning 90
Guided independent study 89
Total hours by term 200.00
Total hours for module 200.00

Summative Assessment Methods:
Method Percentage
Written assignment including essay 100

Summative assessment- Examinations:

Summative assessment- Coursework and in-class tests:

Students will work in groups to prepare a management presentation.  There will be an element of peer assessment included.  A supporting individual reflection on the deployment of learning on the organisations approach to strategy and marketing.

Formative assessment methods:

Formative assessment methods will be embedded in the learning path and workshop activities. Peer review will be an integral element

Penalties for late submission:
The Module Convener will apply the following penalties for work submitted late:

  • where the piece of work is submitted after the original deadline (or any formally agreed extension to the deadline): 10% of the total marks available for that piece of work will be deducted from the mark for each working day[1] (or part thereof) following the deadline up to a total of five working days;
  • where the piece of work is submitted more than five working days after the original deadline (or any formally agreed extension to the deadline): a mark of zero will be recorded.

  • The University policy statement on penalties for late submission can be found at:
    You are strongly advised to ensure that coursework is submitted by the relevant deadline. You should note that it is advisable to submit work in an unfinished state rather than to fail to submit any work.

    Assessment requirements for a pass:


    Reassessment arrangements:

    By resubmission of coursework to the same brief.

    Additional Costs (specified where applicable):

    Last updated: 15 August 2018


    Things to do now