CI7600 Business in Practice

Marketing fundamentals and marketing planning (Fifield, McDonald)

Researching B2B and B2C markets, segmentation ( Porter etc), positioning and channel management

Product/service development and pricing (differentiation, brands, portfolio - BCG)

Marketing communication campaigns – advertising, PR, selling, digital/mobile marketing and sales promotion and client relationship management (CRM and KAM)

Customer service and satisfaction

The concept and theory of HR.

Employment law (with a run-through of the DCA, FoIA, DPA etc)

Integrated organisation Hussey + Learning organisation Senge

Multiculturalism: Hofstede, Globe, Trompenaars Turner and diversity

(Interpersonal skills – empathy, written, spoken and non-verbal communication, persuasion, negotiation, presentations etc)

HRM operations and HR tools - Managing people - Selection, rewards, development, performance appraisal, progression. Motivation and teams.

The structure and types of organizations, organisational theory/design

Corporate culture, implementation and engagement.

The strategic management process - From corporate planning, to balanced scorecard to scenario planning. Mission, vision, goals and objectives

Strategic management - Johnson & Scholes, McKinsey, Mintzberg

Strategic and competitor analysis – Porter, Ohmae, Scherer, PESTL

Strategic options and decisions – Ansoff, Porter, Bowman, Treacy and Wiersema, Kotler (chaotics)

Collaboration and strategic partnerships.  Global influences – international expansion

Participants will work in groups in order to stimulate feedback, sparring and the generation of ideas from/for their group-mates: The main assessment is an individual coursework of max 6000 words on a topic pertinent to businesses in STEM for 100% of the coursework marks. In cases of controversy about hand-in time, your Turnitin date/time stamp will be the deciding factor. Your final hand-in must be your own individual work.

You should follow the instructions for coursework submission given in the coursework briefs. You must meet all deadlines set.  Failure to do so will result in a penalty.

Work submitted late but within a week of the deadline will be capped at 50% and receive a grade of LP (Late Pass) unless it is not of a passing standard in which case it will receive a grade of LF (Late Fail).  Work submitted beyond a week of the deadline without approval will get 0% with a grade of F0.

Any work submitted up to a week late will be capped at 50%, anything submitted later than this will receive a zero mark.

If you are ill or have problems affecting your studies, the University Mitigating Circumstances policy may apply.  You will need to complete a form and attach suitable independent documentation. Remember if you submit a piece of work or attend an examination, you have judged yourself fit to undertake the assessment and cannot claim mitigating circumstances retrospectively. Further guidance on mitigating circumstances is available on the My Kingston site:

This section describes how and when you will receive feedback on each of the assessment tasks.

It is important to pay heed to feedforward provided on your first formative assessment when writing your Coursework, which will be summatively assessed. Feedback comments will be available on Canvas. 

This programme of courses and tutorials is Open To Everyone who wants to improve their academic performance and employability. It may be particularly suitable for the following students:

• International and European students and students whose first language is not English
• Students who have not studied in the UK before
• Home students who would like to develop their academic writing and language further
• Classes are open to students from any faculty. They are held in Penrhyn Road.