Category: PSB University of Newcastle Bachelor of Business

Heraclitus (Greek philosopher) said some two thousand years ago that the only constant is change. Leading organisational change examines the theories, frameworks and models of change within the organisational setting and leadership theories, approaches and behaviours that facilitate effective organisational change. The course explores the demise of the rational organisation and the growth of planned and emergent change models within turbulent environments. It examines the critical role of the leader and their decision making in effecting sustainable change and evaluates the multiple human, structural, technological, cultural, political and symbolic factors that affect meaningful change.

1. Articulate and evaluate a range of models of and approaches to sustainable organisational change

2. Critique the leader’s role in effective and ethical individual, group and organisational change

3. Analyse the influence of human, structural, technological, cultural, political and symbolic factors in sustainable organisational change

4. Apply an integrated change model to case studies and other real-world organisational settings

5. Work effectively in a group.

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A critical aspect of a modern enterprise is to develop a holistic understanding of innovation management. Enterprise competitive advantage stems from a culture of continuous improvement and strategically driving this from an enhanced interpretation of user needs. This course explores why innovation management plays a pivotal role in such advancement and, in doing so, will include multiple interpretations of innovation management, including a resource based interpretation as well as strategic competitive and open innovation interpretations. Key aspects for students of this broader approach relate to the central role of consistently reviewing business models as well as enterprise functions and processes.

1. Demonstrate understanding of the tools and frameworks of innovation management;

2. Analyse the importance of innovation for entrepreneurs, nations and modern enterprises;

3. Reflect on the processes for delivering improved innovation performance and critically analyse capability development to explore and exploit strategic innovation opportunities;

4. Critically analyse innovation concepts and context such as open innovation and the sharing economy;

5. Demonstrate the effective application of theories, tools and frameworks to case study and/or real-world settings.

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Knowledge is a distinct key to competitive business advantage. Knowledge Management sensitizes you to the importance and practice of the development and management of non-tangible worth (principally human-based knowledge) in modern organizations. The need for reciprocal concern for both structures and processes is important for dealing with organizational change and development. Recognizing graduate needs expressed by industry, the development and application of both technical and people management skills within Knowledge Management environments is emphasised.

Critical discussion and analysis of key theoretical and practical aspects of knowledge management enhances problem solving and communication attributes valued within the profession.

1. Explain the key theories and models that inform knowledge management

2. Critically apply theory to organisations in order to identify and justify effective knowledge management strategies and activities

3. Apply theory related to creative organisations

4. Access and evaluate current literature and research findings relating to knowledge management

5. Communicate clearly and effectively incorporating varying formats and technologies

6. Design problem solutions based upon research findings and critical assessment of current theory and practice

7. Reflect upon different knowledge management paradigms and their value to the organisation

8. Inform your practice by understanding the ethical and legal implications in managing knowledge

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Leadership and ethics have never been so important in contemporary business environments given high profile cases of ethically-compromised corporate failures. This course introduces students to the concepts of ethics and ethical behaviour within the context of leadership for the 21st century. The course will examine contemporary dynamic and complex business environments and explores the need for leaders to manage effectively ethically challenging situations, whilst seeking to balance the (often conflicting) expectations of multiple stakeholders. It examines both the foundations of ethical approaches within the context of leadership and the dominant normative leadership theories as well as emerging values-driven leadership theories. It evaluates such theories and examines closely contemporary issues in leadership and the special role the leader in nurturing ethically-orientated organisations. In addition, students are also introduced to the UN Sustainable Development Goals (SDGs) – ‘17 Goals to Transform Our World’. In the workshops we discuss the role of leadership in addressing these SDGs.

1. Identify and differentiate the concepts of morals, ethics, values and beliefs

2. Reflect upon the role of the leader and follower relationship and what attributes facilitate ethical practice

3. Analyse and differentiate between the dominant and emergent leadership theories and assess their suitability in facilitating ethical leadership practice

4. Identify the contemporary issues and challenges in leading ethically and put forward strategies and approaches for their solution

5. Demonstrate the skills and aptitudes of ethically-informed leaders in applying knowledge of ethical reasoning and leadership theory to case studies and other real-world settings

6. Propose an ethical reasoning framework against which the ethical nature of leadership approaches and practice can be evaluated

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The review of business fundamentals and the basic ingredients of a business plan are vital for sustainable enterprises. Business Venturing examines the processes of creating new business enterprises bringing together many concepts including the business idea, relevant resources, personal commitment and entrepreneurial drive, and a marketable product or service. Emphasis will be placed upon understanding the most essential aspects of each concept and the implications for application in relevant business contexts.

1. Utilise models and theories to screen and develop business ideas.

2. Discuss the entrepreneurial process and the main components of a business plan.

3. Prepare a business plan, incorporating both autonomous and collaborative work processes.

4. Present the business plan to potential stakeholders in both oral and written formats conducive to audience and purpose.

5. Demonstrate an awareness of the standards necessary for appropriate professional practice and ethical conduct and their implementation.

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Remaining competitive in a changing environment requires organisations to continuously adapt to market forces. The complexities of marketing in an international environment are examined while addressing local market characteristics. Marketing theory and consumer behaviour addressed in other marketing courses is expanded upon as well as incorporating theory specific international/global marketing management. Communication and collaborative work processes are emphasised as important attributes for the international marketing professional.

1. Apply the basic concepts, theories, and principles of marketing to international marketing.

2. Demonstrate an integrative understanding of the environmental and organisational constraints that act on the development of an effective international marketing strategy.

3. Evaluate the international marketing processes involved in a successful marketing effort.

4. Apply problem-solving and decision-making to international marketing situations participating actively and responsibly in individual and collaborative learning experiences.

5. Research and analyse contemporary issues inclusive of social and cultural, which impact international marketing operations

6. Effectively communicate marketing knowledge and outcomes in oral and written contexts reflective of both audience and purpose.

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Service industries dominate advanced economies. Services Marketing examines the differences between the marketing of goods and services and extends the traditional strategic marketing mix to include additional elements appropriate to the distinct features of services. Other topics include internal marketing, managing evidence, relationship marketing, services and globalisation, quality service delivery and measurement and service customisation. Independently and collaboratively, students engage in Services Marketing inquiry and research developing valued problem solving and decision making attributes.

1. Demonstrate an extended understanding of the similarities and differences in service-based and physical product based marketing activities;

2. Demonstrate a knowledge of the extended marketing mix for services;

3. Develop and justify marketing planning and control systems appropriate to service-based activities;

4. Specify, analyse and select markets for specific service products;

5. Prepare, communicate and justify marketing mixes and information systems for service-based organisations;

6. Demonstrate integrative knowledge of marketing issues associated with service productivity, perceived quality, customer satisfaction and loyalty

7. Exhibit the capability to work effectively within a team environment.

8. Apply relevant services marketing theory, research and analysis skills to contemporary case studies and communicate outcomes employing professional discourse and formats.

9. Conduct an investigation of service delivery systems, collecting, analysing data, and synthesising information to provide valid conclusions.

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Developments in information and communication technologies coupled with a radical shift to the Internet by businesses and consumers; has raised new questions about how businesses communicate with and deliver value to customers. The course focuses on understanding how businesses engage with customers and stakeholders in a digital environment and develops skills in social media marketing. It provides students with a thorough understanding of digital and social media marketing theory and incorporates practical and contemporary examples.

1. Demonstrate advanced understanding of today’s digital and social media marketing landscape.

2. Demonstrate how user-generated content in social media can be collected and analysed to guide marketing strategy.

3. Demonstrate the understanding of digital and social media analytics and the capability to use online analytical tools.

4. Articulate specialised knowledge of digital and social media marketing in both oral and written contexts.

5. Demonstrate the capability to work both independently and in a team environment employing inquiry processes to complete marketing projects.

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Strategic Marketing Management encompasses marketing strategy elements and their integration. Focus will be upon developing your abilities to apply various principles and theories to specific problems. Competitive marketing strategies are introduced, and theories are applied to different economic environments as well as to different competitive environments. Encouraging a practical approach to strategy, students engage in interactive problem solving, field work and contemporary case analysis.

1. Analyse marketing opportunities and threats

2. Discuss strategic concepts and theories and their application in marketing environments.

3. Develop and critically assess marketing strategies

4. Research and analyse marketing strategies in different contexts

5. Identify and resolve well-defined problems reaching substantiated conclusions employing methods of analysis specific to marketing.

6. Effectively communicate Strategic Marketing knowledge and outcomes in both written and oral contexts.

7. Employ strategies and processes which assist independent learning.

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Understanding how and why consumers behave in a given way enables marketers to design and implement better marketing strategies. Consumer Behaviour focuses upon understanding consumer decision-making processes and the various factors that influence these processes. Collaborative work processes, inquiry and communication skills within marketing contexts are focused upon for student attribute development.

On successful completion of the course students will be able to:

1. Discuss the rationale for studying consumer behaviour.

2. Identify and explain factors which influence consumer behaviour inclusive of society and culture.

3. Demonstrate how knowledge of consumer behaviour can be applied to marketing.

4. Develop communication skills both orally and in writing within marketing contexts

5. Demonstrate the capability to work both independently and in a team environment employing inquiry processes to complete marketing projects.

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