BU2530 Operations Management and Marketing Strategy
- Offered byCoursera
BU2530 Operations Management and Marketing Strategy at Coursera Overview
Duration | 230 hours |
Total fee | Free |
Mode of learning | Online |
Official Website | Explore Free Course  |
Credential | Certificate |
BU2530 Operations Management and Marketing Strategy at Coursera Highlights
- Flexible deadlines Reset deadlines in accordance to your schedule.
- Shareable Certificate Earn a Certificate upon completion
- 100% online Start instantly and learn at your own schedule.
- Approx. 230 hours to complete
- English Subtitles: English
BU2530 Operations Management and Marketing Strategy at Coursera Course details
- The first part to this module provides you with a grounding into the tools and techniques used in the development of operational systems and the factors that affect the choice of operating methods.
- The second part to the module aims to equip you with the necessary knowledge and skills to be able to evaluate marketing strategies in a variety of industry settings, through a systematic consideration of the key concepts. You will gain a broad knowledge of strategic marketing in an industrial context and a demonstrable range of analytical marketing skills.
BU2530 Operations Management and Marketing Strategy at Coursera Curriculum
Week 1: What is operations management?
OM in context
Volume and variety
Starting your studies
Week 1 introduction
Defining operations management – Pashley cycles
Activity – Reflect on OM in life
The conversion system
Activity – Case study on complex operation coordination (aeroplane turnaround)
The 4V model
Further reading
Week 1 summary
Operations management
Week 2: Operations strategy
Operations strategy
Defining services
Activity – Zara’s operations strategy
Operations strategy
Operations capabilities and strategic impact
Activity – Defining services
Servitisation
Week 2 summary
Operations strategy
Week 3: Designing products and services
Week 3 introduction
Activity – Innovation at Samsung as a competitive advantage
Innovation
Activity – Innovation sources
New product development (NPD)
Modularity and platforms
Activity – Platforms in the auto industry
Week 3 summary
Designing products and services
Week 4: Process design
Recording of Introductory session on 23-05-11 10:02:44 [46:14]
Week 4 introduction
The chocolate production process
Process fundamentals
Activity – Case study: Dell make to order
Customisation
Process mapping
Layouts
Activity – Case study: What Tesla needed to learn to compete with existing car maker
Week 4 summary
Process design
Week 5: Supply network design
Supplier base rationalisation
Week 5 introduction
Case study – What is a supply chain?
Defining a supply chain
Audio case study – containers
Outsourcing
Case study – re-shoring to France
Extended organisations
Further reading
Week 5 summary
Supply network design
Week 6: Supply chain and supply relationship management
The bullwhip effect
Week 6 introduction
Activity – Shortages in the supply chain
Kraljic matrix
Activity – Oversupply and the Kraljic’s matrix
Supplier relationships
Activity – Supplier management: Walmart
Activity – Simulation: The beer game
The bullwhip effect
Activity – Vendor managed inventory (VMI)
Teacher's note – Vendor managed inventory (VMI)
The agile supply and third-party logistics
Week 6 summary
Supply chain and supply relationship management
Week 7: Inventory management
Week 7 introduction
Video – Different types of inventory
Inventory management
Activity - Economic order quantity (EOQ) estimation
Model answer – Economic order quantity (EOQ) estimation
Activity – Coles hardware: IT in inventory management
Dependent demand
Activity – Material requirements planning (MRP) and enterprise resource planning (ERP) implementation
Model answer – Material requirements planning (MRP) and enterprise resource planning (ERP) implementation
Activity – Amazon: seasonality
Reverse logistics
Week 7 summary
Inventory management
Week 8: Lean operations
Week 8 introduction
Activity – What is just-in-time?
Lean operations
Case – Introducing JIT and kanban
Waste and services in lean
Activity – Boeing and JIT flow
Activity – Toyota: machine that ran too hot
Activity – Lean and sustainability
Further reading
Week 8 summary
Lean operations
Week 9: Quality management
Quality is not luxury
Week 9 introduction
Activity – Bad quality and Tesla
Activity – Service quality
Defining quality
Activity – Quality foundations: the Deming prize
The evolution of quality management
Tools and SPC
Further reading
Week 9 summary
Quality management
Week 10: Future directions in operations management
Digital business
Operations Management conclusion
Recording of Second live meeting on 23-06-21 10:00:53 [44:32]
Week 10 introduction
Video – Chubb and digital business globalisation risk
Globalisation
Activity – Digital business projects in the UK
Case – Industry 4.0 at Lamborghini
Business integration
Model answer – 3D printing
IBM and Maersk blockchain partnership
Further reading
Week 10 summary
Future directions in operations management
Week 11: The marketing environmental audit
Activity – Defining the market environment audit
Model answer – Defining the market environment audit
Activity – Reflection: the marketing environment
The nature of the marketing environment
Video – The nature and scope of the marketing environment
Microenvironments and macroenvironments
The limitations of marketing environmental audits
Week 11 summary
The marketing environment audit
Week 12: Conducting macro and micro marketing environmental audit for an organisation
Week 12 introduction
Defining SWOT
Model answer – Defining SWOT
Activity – A business SWOT analysis
What are Porter’s five forces?
Model answer – What are Porter’s five forces?
Activity – The relevance of Porter’s five forces
Model answer – The relevance of Porter’s five forces
Activity – Macro-environment
Model answer – Macro-environment
Case study – Teens, technology and friendships
Activity – Environments reflection
Activity – Recommendations for survival
Week 12 summary
SWOT
Porter’s five forces
PESTLE
Week 13: Segmenting, targeting and positioning (STP)
STP model
STP – Industry expert interview
Week 13 introduction
Activity – Market segmentation
Model answer – Market segmentation
Activity – Targeting
Model answer – Targeting
Activity – More market targeting
Activity – Reflection on targeting strategies
Activity – What is positioning?
Model answer – What is positioning?
Activity – Rebranding at Lucozade
Activity – Benefits of a strong positioning statement
Week 13 summary
Week 14: Branding
Branding, brand value and brand equity - Interview with Dr. Lucy Gill-Semmen
Week 14 introduction
Model answer – What is a brand?
Activity – Brand value
Model answer – Brand value
Activity – Tech brands
Activity – Brand value strategies
Activity – What is brand equity?
Model answer – What is brand equity?
Model answer – Brand value vs brand equity
Activity – Positive and negative brand equity
Week 14 summary
Week 15: Internal and external branding
Week 15 introduction
Activity – Why is internal branding important?
Activity – The importance of external branding
Reflection – Impact of technology on brands
Model answer – Impact of technology on brands
Week 15 summary
Week 16: The traditional marketing mix – the 4Ps
The marketing mix
Week 16 introduction
The marketing mix
Activity – Developing a product
Pricing
Activity – Research pricing strategies
Activity – Pricing strategies for ‘Just Drink’
Place
Activity – Distribution channels
Activity – Place strategy for ‘Just Drink’
Promotion
Activity – Integrated communication
Promotion for ‘Just Drink’
Week 16 summary
Week 17: The extended marketing mix – the 7Ps
Week 17 introduction
Why the extended mix is important
Activity – Service marketing
Model answer – Service marketing
Activity – People
Activity – The importance of people
Activity – People in the marketing mix video
Activity – The importance of process
Activity – Process
Activity – Physical evidence
Activity – Physical evidence short essay
Activity – Physical evidence in organisations
Week 17 summary
Week 18: Marketing in the digital age
Digital marketing – Interview with Prof. Wilson Ozuem
Week 18 introduction
Activity – Digital marketing
Model answer – Digital marketing
Activity – Investigating key concepts in digital marketing
Activity – Digital platforms
Activity – Multi- and omni-channel marketing
Advantages of omni-channel marketing
Activity – Understanding social media marketing
Impacts of social media marketing
Activity – Privacy and security research
Model answer – Data privacy and data security
Week 18 summary
Week 19: Porter's value chain
Week 19 introduction
Activity – Porter’s value chain model
Porter's value chain
Coca Cola case study
Activity – Value creation reflection
Activity – Competitive advantage
Week 19 summary
Week 20: Ethical marketing and CSR
Sustainable marketing
Week 20 introduction
Activity – What is ‘ethics’?
Activity – Ethical marketing
Model answer – Ethical marketing
Activity – examples of ethical marketing
Activity – The importance of ethical marketing
Activity – What is CSR?
Activity – The purpose of CSR
Model answer – The purpose of CSR
Activity – The relation between CSR and sustainability
Activity – Reflection on CSR
Activity – Sustainable marketing definition
Model answer – Sustainable marketing definition
Activity – Impacts and benefits of sustainable marketing
Week 20 summary
Exam preparation
A message from the Programme Director
Exam preparation for Operations Management
Exam preparation for Marketing Strategy
Online Exam
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