Mastery Diploma

MASTERY OF MANAGEMENT GRADUATE DIPLOMAS(6 -12 MONTHS)

MANAGEMENT & LEADERSHIP

STUDY AND CAREER DEVELOPMENT                                                                                                                This Program teaches what is needed to become a senior manager and effective leader, and how to balance the needs of individuals, of groups, of the organisation and the environment. Knowing how and when to adopt the best management and leadership style to successfully deal with the many factors which impact upon the organisation is crucial. Effective decision-making, motivation and development is the duty of management and responsibility of leadership, which is vital to set and a guide the organisation to the attainment of its objectives.

This Program, by relating management and leadership, provides an integrated view of the theory and practice of managerial and leadership science and shows how to apply them for positive for action in the workplace.

SUMMARY OF MAJOR SUBJECTS COVERED INCLUDE:

  • Managerial Behaviour, Work, Functions and Style
  • Organisational Development
  • Qualities and Responsibilities of Successful Managers
  • Leadership, Management and the People-Organisation Relationship
  • Managerial Styles, Systems, Philosophies
  • Management Control and Power
  • Organisational Development
  • Approaches to Leadership
  • Leadership Models and Theories
  • Culture, Conflict and Change
  • Management Development
MANAGERIAL ECONOMICS

STUDY AND CAREER DEVELOPMENT                                                                                                                The Program is important to senior managers, directors, owners and executives - and to men and women aspiring to reach such senior positions - because it provides great knowledge and understanding of the economic environment in which all business operate, and how to plan and run businesses effectively and strategically.  These skills are needed for every type of organisation, and by future and current managers and business people, to improve and develop career opportunities, business knowledge and business success.

SUMMARY OF MAJOR TOPICS COVERED INCLUDE:

        The Domestic Economic Environment 

        Economic Policy, Economic Growth      

        The International Economic Environment and International Trade

        Understanding the Balance of Payments and Exchange Rates

        Macroeconomic Issues, Theory and Policy        

        Supply-side Economics

        The Structure of the Economy

        Economic Change and De-industrialization

        Demand in Theory and Practice         

        Costs in Theory & Practice

        Economies and Diseconomies of Scale

        Pricing in Theory & Practice

        Pricing and the Influence of Market Structure

        The Government, Economics and Business

CORPORATE STRATEGY AND PLANNING

STUDY AND CAREER DEVELOPMENT                                                                                                                The Program provides essential high-level practical and theoretical knowledge, advice and understanding of particular value to senior managers, directors, owners and executives - and to men and women aspiring to reach such senior positions.  These skills are needed for every type of organisation, whether commercial, private, public, and so the career opportunities are wide and varied for anyone who completes this Program.

SUMMARY OF MAJOR SUBJECTS COVERED INCLUDE:

        Concepts of Strategic Management

        Corporate Governance and Social Responsibility     

        Environmental Scanning and Industry Analysis

        Internal Scanning: Organisational Analysis

        Strategy Formulation: Situation Analysis and Business Strategy      

        Strategy Formulation: Corporate Strategy 

        Functional Strategy & Strategic Choice

        Strategy Implementation: Organising for Action

        Strategy Implementation: Staffing and Directing     

        Strategic Management, Evaluation and Control

BUSINESS LAW

STUDY AND CAREER DEVELOPMENT                                                                                                                This Program teaches and explains how to understand, interpret and apply the essential, aspects of business law.  It is not primarily intended as a route to becoming a lawyer, but is intended to teach anybody involved in business at a senior level (now or in the future) to understand the role of law and how it affects all aspects of business. A strong understanding of business laws and principles is essential in order to make good decisions at senior levels, and to advance to high levels in organisations, whether commercial, public, private or non-profit making.

SUMMARY OF MAJOR TOPICS COVERED INCLUDE:

        The legal system and sources of law

        Courts and Acts

        Making a contract - the requirements

        The terms of the contract

        Misrepresentation, mistake, duress and illegality

        Discharge of contracts and remedies for breach

        Agency and agents

        Sale of Goods Acts

        The tort of negligence

        Nuisance, trespass, defamation and vicarious liability

        Companies Law: characteristics and formation

        Companies Law: management, control and winding up

        Companies Law: partnership, limited liability partnership and choice of legal status

        Employment Law: contracts of employment, employment rights and dismissal

        Employment law regarding discrimination and health and safety

        Regulation of business by the criminal law

        Credit transactions and intellectual property rights

        The resolution of business disputes

 

OPERATIONS & QUALITY MANAGEMENT

STUDY AND CAREER DEVELOPMENT                                                                                                                Operations Management is important because it is concerned with creating all of the products and services upon which we depend, and because every service and product that we use or produce is the result of an operation or process.  It is an exciting subject as it is at the centre of many of the changes affecting the world of business.  It is challenging because the solutions that we find need to work cost-effectively and efficiently, both within the organisation or company and globally.  Operations management needs to be conducted responsibly, taking account of responsibilities to society and the environment.  This Program aims to give you a thorough insight into Operations Management and the key concerns of the subject, and the ability to put that knowledge into practice.

SUMMARY OF MAJOR TOPICS COVERED INCLUDE:

        Explaining Operations Management.

        The Input-Transformation-Output Process, Process Hierarchy.

        Operations Strategy, Operations Resources.

        Market Requirements, Social, Environmental and Economic Performance.

        The Design of Services and Products, Stages in Design, Design Details.

        Effects of Volume and Variety on Operations.

        The Location of Operations, Positioning and Layout; Operations Flow.

        Managing and Designing Supply Networks. Network Dynamics.

        Capacity Management; Measuring Capacity, Demand Fluctuations, Queueing Theory.

        Inventory Management and Control.

        Supply and Demand Concerns

        Planning and Control of Ongoing Operations.

        Enterprise Resource Planning (ERP).

        Lean Synchronization.

        Increasing Efficiency and Reducing Waste.

        Total Quality Management, Achieving Conformance, Specification, Improvement.

 

REAL ESTATE (PROPERTY) MANAGEMENT

STUDY AND CAREER DEVELOPMENT                                                                                                                This Program is intended to develop the career of anyone working in, or intending to work in, a range of careers including the broad field of real estate and property management, building surveying, land management, housing, property investment, property management and construction management.

The key concepts of this interesting study and career area are arranged, defined and explained to provide key knowledge and understanding, quickly and conveniently. The most important subjects in land and property fields are introduced and written about by experts with considerable expertise of property management in the modern business environment. The course covers: Planning, Building surveying, Valuation, Law, Economics, Investment, Finance, Quantity surveying, Construction, Regeneration, Sustainability, Property management, and more. The course includes many relevant examples and illustrations and advice to encourage a deep understanding of the subjects.

SUMMARY OF MAJOR TOPICS COVERED INCLUDE:

        Introduction to Real Estate Management

        Agency - client relationships

        Building Surveying

        Commercial Property Management

        Construction and Development

        Economics for Real Estate

        Finance, Investment, Taxation

        Land Management

        Elements of Real Estate Law

        Planning in Real Estate

        Property Asset Management

        Quantity Surveying

        Real Estate and Land Regeneration

        Residential Property & Housing Management

        Issues of Sustainability and Environment

        Real Estate Valuation

INTERNATIONAL RELATIONS & POLITICS

STUDY AND CAREER DEVELOPMENT                                                                                                                The Program provides a framework for understanding and analyzing current and future world situations and problems, and how international relations theory, history, geography, politics and other factors influence the globalized world today.  The Program connects the theory and the practice of international relations and world politics and teaches how to apply international relations theory to making and to implementing policy.

This Program is particularly for people involved in politics, diplomacy or government, or who are involved in international development, global trade or human rights.  Whether looking to start or to develop a career in one or more of these areas, this detailed and highly explanatory Program provides the insights and knowledge needed for success.

SUMMARY OF MAJOR TOPICS COVERED INCLUDE:

        The meaning of and differences between International Relations and World Politics.

        Globalization and the key actors: states, international organizations, NGOs and individuals.

        National security, national economics and national identity within the scope of international relations.

        International relations and world politics: an analytical framework, theories and points of view.

        Historical factors and influences on in International Relations and World Politics.

        International systems; definitions and scope, global twentieth-century systems; contemporary world powers.

        Understanding physical and human geography and their effect on IR & WP.

        Religion, culture, nationalism and ethnicity: their impact on conflict international relations and policy.

        Globalization and technological, social, economic impacts on humanity.

        Capitalism, global commerce, global governance, export-import, monetary and trade regimes.

        National Security in terms of power, national interests, objectives, threats and foreign policy.

        Policymaking conflicts and dilemmas when considering national security.

        Capabilities and power: political capabilities, social and cultural capabilities, geographic and economic capabilities; military capabilities; measuring power.

        Diplomacy and Foreign Policy; factors affecting the foreign-policy decision making process; modern communications and practices; how diplomacy works, diplomatic processes: recognition of States and Governments, diplomatic immunities, diplomatic missions, communications.

        Diplomacy, disarmament and arms control, concerns of weapons proliferation, negotiation.

        The development and implementation of international law in global civil society: diplomacy and security; economic and commercial matters; human rights and the environment; international criminal accountability.

        The United Nations (UN): objectives and structure; armed intervention and the use of force.

        International organizations and international law; alliances and coalitions, NATO, security.

        Interstate conflict, the reasons for conflict: international, individual and groups, state and societal levels.

        Policy, national strategy, war and the use of force; deterrence, defence and warfighting.

        Armed intervention, national security, humanitarian intervention.

        Asymmetric conflict, terrorism, causes of terrorism, the changing nature of terrorism; policymaking responses and approaches to terrorism.

        Transnational crime and globalization; assessment of threats.

        Trade theory, competition and comparative advantage; unequal trade and competition; trade and economic impacts on local, regional and national areas; trade and finance, free-trade theory, exchange rate mechanisms and their effects on import and export; the impact of technology on trade.

        Why some countries develop and use technologies and why other countries do not.

        Global governance tasks: sustaining trade and monetary regimes and global trade.

        Development: uneven development between developing and developed countries.

        Poverty and development; capital and sources of finance for development: aid, loans, direct foreign investment, and trade.

        Sustaining development: impacting factors such as population growth, the environment, health, military spending and war, resource depletion, health care.

BUSINESS FINANCE & INVESTMENT

STUDY AND CAREER DEVELOPMENT   

The Program focuses on the theory and practice of business finance.  It covers the major theories of financial decision making and assesses their practical usefulness, and relates financial and decision-making theory to what happens in actual practice - real-life application.  Where theory and actual financial practice do not match, the reasons why are explained.  The Program covers the business finance environment and provides a very useful framework for financial decision making.  The Program deals in depth with investment decisions: methods and techniques for assessing different investment opportunities, practical aspects of value to financial and other managers/personnel/directors, risk and other relevant issues.

The Program provides essential practical and theoretical knowledge, advice and understanding of relevance to accounts and finance personnel, in particular to managers, directors, owners and officers dealing - or aspiring to senior positions which deal with - finance and investment decisions.  These skills are needed for every type of organisation, whether commercial, private, public, and so the career opportunities are wide and varied for anyone who completes this Program.

SUMMARY OF MAJOR TOPICS COVERED INCLUDE:

·         The Business Finance Environment        

        Business Finance and the Organisation of Business

        Financial Decision Making - a Framework         

        Financial Accounting Statements & Interpretation

        Investment Decisions 

        Practical Aspects of Investment Appraisal     

        Investment Appraisal Methods

        Investment Risk

        Portfolio Theory and Pricing Models        

        Taxation

        Inflation

        Capital Rationing

        Cash Flows

        Present Value Tables and Annuity Tables

 

FINANCIAL STRATEGY & DECISIONS

STUDY AND CAREER DEVELOPMENT   

This is essential study and training for men and women aiming to become respected, valued high-level managers, executives and/or financial controllers, and/or who need to gain an in-depth knowledge of this important area of finance and business.

This graduate-level Program is confirmation of your ability to successfully undertake further studies at graduate and postgraduate levels, in finance and in wider business and management studies.

This Program first deals with decisions regarding how to finance the operations of an organisation, the stock exchange, gearing and dividends, with a balance of theory and looking at what happens in reality; the focus on finance covers how decisions are made on the most appropriate sources to finance particular investments and financing decisions.  The Program then focuses on integrated financial decision areas which deal with matters combining aspects of investment, finance and management.

SUMMARY OF MAJOR TOPICS COVERED INCLUDE:

        Finance decisions and the sources of long-term finance

        The cost of capital and discount rates        

        The secondary capital market and it efficiency

        The role and mechanisms of the Stock Exchange

        The costs of capital and finance, estimating costs, and the discount rate

        The theory of weighted average cost of capital and the CAPM model

        Financial gearing and the cost of capital

        The concept and management of shareholders’ wealth

        Dividends in theory and practice, dividend decisions

        Management of working capital, short-term finance and liquidity

        Corporate and business restructuring

        Mergers, takeovers and divestments

        Present value tables and annuity tables

        International business finance, exchange rates

        Foreign investments and portfolio theory

        Finance for smaller businesses, issues, taxes, objectives and decisions

 

 

MONEY, BANKING & FINANCIAL SYSTEMS

STUDY AND CAREER DEVELOPMENT   

The Program comprehensively covers the roles of financial systems and introduces financial institutions; it looks at interest rates and asset valuation, money supply and demand, and monetary policy and the main types of financial markets. It is written to meet the needs of those requiring good grounding in financial economics theory, combined with institutional and policy matters affecting the world today.

The Program uses many illustrations and examples to explain the subjects. It considers both traditional issues of monetary policy and the independence of central banks, and also more recent, contemporary issues such as the transparency with which central banks conduct monetary policy.

This Program is a high-level, comprehensive and rigorous Program designed for men and women aiming to make successful careers in banking and financial services, and in positions and jobs which need a good grounding in financial economic theory and practice.

This demanding graduate-level Program is confirmation of your ability to successfully undertake further studies at graduate levels, in banking, financial services, investment, and related business, economics, management and related studies.

SUMMARY OF MAJOR TOPICS COVERED INCLUDE:

        The role of a financial system

        Introduction to financial systems

        The UK financial system

        The US financial system

        The determination of short-term interest rates

        The structure of interest rates

        The valuation of assets

        Banks and the supply of money

        The demand for money

        Monetary policy

        Money markets

        Bond markets

        Equity markets

        Foreign exchange markets

        Derivatives - the financial futures markets

        Options, swaps and other derivatives

MANAGEMENT OF HUMAN RESOURCES

STUDY AND CAREER DEVELOPMENT   

This Program explains, balances and teaches about the two main approaches to HR; the ‘personnel management’ approach which is workforce-centred with most importance given to the support and correct treatment of the workforce; and the ‘human resource management’ approach which is resource-centred and it is management  and organisational needs for human resources that are given priority.  This detailed Program covers areas relating to management, behaviour, organisation within the field of the management of human resources.

The Program relates the study of human behaviour to that of management with an integrated view of theory and practice; it covers behavioural science and implications for management action; how performance may be improved through better understanding of human resources and effective management; and provides conceptual frameworks to better understand factors influencing patterns of behaviour in work organisations and the process of management.

This Program provides a thorough and detailed understand of the many factors influencing effective human resource management; it provides a solid understanding and knowledge of key issues, how to assess HR situations and requirements, and how to effectively react to HR and organizational circumstances. The Program provides what is needed to be become a successful senior HR manager, executive, manager and administrator, and effective leader.

SUMMARY OF MAJOR TOPICS COVERED INCLUDE:

·         Understanding individuals at work, the differences between individuals, psychology

        Managing diversity in the workplace

        Personality and personality studies and assessments  

        Attitudes, culture and change in the workplace

        Gender and organisational behaviour, equality in the workplace

        The nature of learning, its relevance to organisational behaviour

        How people learn and develop, development methods

        Learning theories, the learning organisation, knowledge management

        The process of perception, factors which provide meaning or bias

        Communication and transactional analysis       

        The meaning and concepts of motivation

        Motivational theories and their relevance to work situations

        Needs, expectations and frustration

        The nature of workgroups and teams

        Formal and informal groups and their formation

        Factors affecting group effectiveness, cohesiveness and performance 

        Team roles and functions, team membership, group dynamics

        Frameworks for behavioural analysis of teams and groups

        Managing change, improving performance    

        Job satisfaction, job design, effects on performance at work

        Stress at work, factors creating and ways of dealing with stress

        Human resource management compared with personnel management

        HRM personnel policies, activities and functions

        Training, development, making sure training is effective

        Performance appraisal methods, potential problems

        Employee relations, legal and behavioural issues 

        The personnel function and organisational performance

        Staffing the organisation, the importance and stages in human resource planning

        Job analysis, preparing job descriptions and person specifications

        Planned and systematic recruitment and job selection

        Interviewing style and skills

ORGANISATIONAL DESIGN & BEHAVIOUR

STUDY AND CAREER DEVELOPMENT   

The Program provides the ability to analyse the structure, processes and management of organisations, and the ‘tools’ to search for the most appropriate ways of improving organisational performance and effectiveness.  It provides a framework for understanding the order and systems of command through which the work of the organisation is undertaken, and outlines the attention needing to be given to key organisational principles and the consideration of structure.  The Program explains and shows how to develop organisational effectiveness, and the importance of the role of management as an integrating activity.

This Program covers a range of areas related to management, organisational behaviour, organisational setting and organisation structures, including the essential nature of managerial work, the context in which the activity of management takes place, the manner in which responsibilities for and duties of management are exercised, and the process of management and execution of work.  Therefore it is a valuable and helpful Program for anybody seeking to become, or develop further, as a professional manager, executive or other senior figure in an organisation.

SUMMARY OF MAJOR TOPICS COVERED INCLUDE:

The Context of Management and Organisational Behaviour:

·         The changing nature of organisational behaviour and work organisation

        The relevance of management and organisational behaviour theories

        Organisational environment and culture

        Contrasting 19th, 20th and 21st century management

The Nature of Organisational Behaviour:

        Organisational behaviour and influences on behaviour in organisations

        Behavioural science - a multi-disciplinary approach

        Organisational effectiveness and management as an integrating activity

        Psychology, culture and organisational behaviour

Approaches to Organisation and Management

        Management theory: classical approaches, scientific management, bureaucracy, structuralism

        Management theory approaches: human relations, systems, contingency

        Other approaches to the study of organisations, the decision-making approach, social action

        Benefits to the manager and applications of organisation theory in practice

The Nature of Organisations

        Organisations: formal and informal, private and public sector, production and service

        Functions and components of an organisation, activity, authority and organisations

        Organisations as open systems, interactions with the environment, sub-systems

        The analysis of work organisations, contingency models, technology and managing technical change

Organisational Goals

        The nature, functions and integration of organisational goals

        Classification and alteration of organisational goals

        Organisational ideologies and principles, values and beliefs

        Objectives and policy, multiple objectives and actuality

Organisational Strategy and Responsibilities

        The need for strategy, the concept of synergy

        SWOT analysis, the management of opportunities and risks

        Social responsibilities of organisations, stakeholders

        Corporate social responsibility, business ethics, values, related legislation

Organisation Structure and Design

        The nature, importance and design of good structure; effect on organisational behaviour

        Levels of organisation, hierarchy, objectives, spans of control, the scalar chain

        Task and element functions, division of work, centralization and decentralization

        Structures: flat, formal, line and staff, project teams and matrix organisation

Patterns of Structure and Work Organisation

        Variables influencing organisation structure, size, technology, environment, flexibility

        Studies and theorists: Woodward, Perrow, Burns and Stalker, Lawrence and Lorsch

        Mixed and alternative forms of organisation structure, the contingency approach

        Delegation and manager-subordinate relationships, control, empowerment

Technology and Organisations

        Developments, adoption and introduction of new technology

        The influence of social, political and contextual factors

        Managerial and employee involvement in technical change

        Acceptance of technical change, job redesign and work humanization

INTERNATIONAL MARKETING

STUDY AND CAREER DEVELOPMENT   

This Program teaches and explains how to make important and effective decisions relating to international marketing, based on a sound understanding of key elements of global markets, competition and the management of global marketing.  It is therefore a route to high-level management and marketing positions, and to developing successful international businesses and organisations.

Effective international marketing is increasingly important with the growing trend of businesses selling their products and services across many countries. The globalization of companies involves customers, producers, suppliers, and other stakeholders in the global marketing process, and this program covers these key factors.  With many international examples this Program helps to demonstrate and explain how international marketing works, and how to take effective marketing decisions by outlining the theory and showing practical applications.

SUMMARY OF MAJOR TOPICS COVERED INCLUDE:

        Global marketing, the globalization of business, preparing for international business

        The ‘global marketing’ concept, knowledge and learning across borders

        Resources, decision making processes, organisation

        Strategy and decision-making processes

        The value chain, primary and support activities, identifying international competitive advantage

        Information business and the virtual value chain Motives for entering on to international business

        Initiating export activities, barriers; general market, commercial and political risks

        The political, legal and economic environment

        Assessing the home environment; government, export facilitation

        Financial activities, exchange rates, information, promotion of international trade

        Political risks and changes in the host country, analysing risks

        Tariffs, duties, customs, non-tariff barriers

        Free trade, customs unions, common markets, economic unions, trading blocs

        Sociocultural and environment factors

        Culture and cultural types: learned, interrelated, shared; norms of behaviour

        Elements of culture: language, manners and customs, values and attitudes, aesthetics

        Technology, social institutions, education, religion and other global factors

        Hofstede’s work on national cultures (the ‘4 + 1’ dimensions model)

        Managing cultural differences, culture and ethical decision making

        Market selection and market entry alternatives - exporting

        Selecting foreign markets, selection criteria, market potential

        Product fit, visiting the potential market

        Different modes of market entry; indirect and direct exporting

        Export financing and methods of payment; documentation, bank guarantees, counter-trade

        Production abroad and strategic alliances

        Licensing, franchising, joint ventures, subsidiaries, expansion through acquisitions

        Strategic alliances and cooperative strategies

        Success factors: missions, strategy, culture, organisation, management

        Dimensions of global competition, national competitive advantages, demand conditions

        Business strategy, structure and rivalry

        Industry analysis; Michael Porter 5-forces model

        Competitive strategies, creating competitive advantage

        Global logistics and channel decisions

        In-bound logistics: sourcing decisions, costs, conditions, transport costs, infrastructure, access

        Out-bound logistics and transportation, inventory management, order processing, warehousing

        International channel design and strategy; customers, products, middlemen, the environment

        Global retailing and direct marketing, e-commerce and international distribution strategies

        Organisation and control of the global marketing programme

        Functional, international, divisional, product, geographic, matrix structures

        Global account management (GAM): organisation, implementation, development

        Controlling the global marketing programme; budget and control systems, measuring performance

MARKETING STRATEGY

STUDY AND CAREER DEVELOPMENT   

This Program is a high-level marketing program, designed to impart the strategic knowledge, analytical skills and understanding required for those in, or hoping to rise to, high-level positions within marketing departments, and to business, strategic and managerial roles generally.

This Program looks at marketing concepts from a strategic point of view, and provides a framework for marketing and management thinking; it considers how to undertake strategic market planning and develop core strategy; to define and segment markets, build relationships through customer satisfaction, quality, value and service; and achieve growth.  Marketing has a crucial business role - it helps identify customer’s needs and wants and determines which target markets a company can serve and how best to do so; marketing then helps guide the design of appropriate products, services and programmes to serve these markets.  This Program covers these key concepts and how to apply modern strategic marketing, including in product and service firms, consumer and business markets, profit and non-profit organisations, domestic and global companies and small and large businesses.

SUMMARY OF MAJOR TOPICS COVERED INCLUDE:

        Strategic marketing planning, a strategic audit

        The mission and from mission to strategic objectives

        Developing growth strategies

        Marketing as part of strategic planning, marketing’s role, the marketing process

        Marketing strategy and strategies for competitive advantage

        Developing the marketing mix

        The marketing plan, swot analysis, objectives and issues

        Strategic marketing: programmes, budgets, controls, organisation

        Market segmentation and targeting, satisfying human needs

        Levels of market segmentation: consumer markets, business markets, international markets

        Developing market segments, market targeting, evaluating market segments, segment strategy

        Product positioning, differentiating markets

        Choosing and implementing a positional strategy

        Selecting and creating the right competitive advantages

        Communicating and delivering the chosen position

        Building customer relationships

        Customer satisfaction, quality, value, service

        Value chains and total quality management

        Customer retention and customer relationship management

        Identifying the company’s competitors, their objectives, and identifying their strategies

        Assessing competitors’ strengths, weaknesses and reaction patterns

        Designing the competitive intelligence system

        Competitive strategies: market-leader, market-challenger, market-follower, market-niche

        Balancing customer-competitor orientations

        Innovation and new-product development, reasons for failures and new-product success

        New-product development: idea generation, idea screening, concept development

        Testing, product development, test marketing and commercialization

        Product life-cycle strategies

        New-product pricing strategies: market-skimming pricing, market-penetration pricing

        Product-mix pricing strategies, product line pricing, promotional pricing, value pricing

        Captive-product pricing, by-product pricing, product-bundle pricing, psychological pricing

        Price-adjustment strategies, discount and allowance pricing, segmented pricing

        Geographical and international pricing, price changes

        The strategic marketing management framework

        Corporate strategy and marketing strategy; plans and programmes, strategy development

        Marketing models: BCG matrix, Ansoff Growth Matrix

        Growth strategies: penetration, market development, diversification, integration, stability

        Marketing and competitive strategy, generic strategy; attack and defense strategies

EVENTS MANAGEMENT: FOR TOURISM, BUSINESS, AND SPORT

STUDY AND CAREER DEVELOPMENT   

This Program will provide the knowledge and sophisticated skills required in order to become a professional event manager, and covers strategic planning, risk analysis, marketing, budgeting, cash flow planning, human resource management and much more.

The Program covers strategic management for projects, focusing on event concepts and feasibility, and topics such as legal compliance, marketing, risk and business and event relationships.  It then focuses on operational planning and implementation in clear and focused detail.

The Program helps develop a wide range of abilities and to master vital skills which can be used in project and event management, and to face many different types of business challenges in a diverse range of contexts, and in many management roles and in numerous professional and managerial positions.

SUMMARY OF MAJOR TOPICS COVERED INCLUDE:

        The event industry - events, technology, ethics

        Event concepts and ideas - analysis, design, logistics

        Assessing event feasibility and strategic factors  

        Event venues and sites

        Legal and insurance issues regarding events

        Business and client relationships and agreements

        Marketing strategy, segmentation and planning

        Sponsorship issues for events

        Event budgeting, finance and cash flow matters

        Risk assessment and strategy

        The event bids process and factors

        Event project management, project management tools and principles

        Event promotion and public relations

        Staging an event, services, contractors, catering accommodation

        Human resources, staffing, recruiting

        People management, motivation and development

        On-site services

        Safety and security, safety training

        Crowd procedures and control

        Event protocol for speakers, business, religious and cultural events

        Event catering, food, beverages, waste planning

        Environmental management, sanitation

        Event monitoring and control, and evaluation

        Careers and trends in event management